Ronald McDonald gets a modern makeover

Ronald McDonald is getting a modern makeover, and he’s lovin’ it.

The fast-food behemoth’s red-haired mascot kept something of a low profile the past few years, but with sales lagging, the company is bringing the iconic spokesclown back into action with a brand-new look.

Ronald is ditching his baggy yellow jumper for cropped yellow cargo pants with a vest and a red sports coat. His outfit update won’t be a complete head-to-toe makeover, though.

“His iconic big red shoes will remain the same,” McDonald’s said in a statement.

His new look will be featured in upcoming ads later this year, as McDonald’s hopes to use the “chief of happiness officer,” as he was referred to be the company in 2008, to boost weak sales.

He won’t have his own Twitter handle, but he will have a more active role on social media complete with his own hashtag – #ronaldmcdonald.

“Selfies…here I come! It’s a big world and now, wherever I go and whatever I do…I’m ready to show how fun can make great things happen,” the goofy clown said in a statement through McDonald’s.

McDonald’s was criticized for using the Ronald to market toward children and the company was pressured to retire its longtime mascot, who was created in 1963 and originally played by NBC’s weatherman Willard Scott.

The company recently used the spokesclown to battle a new rival. Taco Bell recently joined the fast-food breakfast battle adding an array of morning meals to their lineup. It aired commercials that featured men named Ronald McDonald talking about how much they loved the new breakfast options. McDonald’s tweeted a photo of Ronald, still in his classic duds, kneeling down to pet a Chihuahua, the former mascot of Taco Bell.