The internationally known mascot of the McDonald's fast food chain is undergoing an "extreme makeover" in Japan. Ronald McDonald is being replaced by a woman sporting a bikini and high heels.

The change is part of a global effort by McDonald's to promote healthy living and to emphasize other products rather than burgers and chips.

Ronald McDonald will continue to appear in advertisements in other countries.

The Japanese campaign is the latest attempt by the fast food chain to improve its image, which has been hurt by concerns about growing obesity levels. McDonald's hopes the new mascot will appeal to mothers and young adults.

The new character will sport the trademark red and yellow, but the old-fashioned baggy trousers and clown shoes will be discarded.

McDonald's Japan, owned 50 percent by the U.S. firm, recovered last year after a two-year decline in its business.

It operates more than 3,700 outlets after first opening in 1971.