A character devised by Nestlé in 1961 to sell their milk chocolate 'Milkybar' in the UK, the Milkybar Kid was, according to the jingle used in the television adverts, 'tough' and 'strong'. Furthermore, he 'couldn't go wrong', and he had an unlimited supply of Milkybars, which were always 'on him'.

He was usually dressed as a cowboy, and was played by a series of blonde, tousle-haired moppets - amongst them, child actors Conrad Colby and Grant Seiden.

Since 1998 the Milkybar Kid has been animated; there was some controversy over the fact that Nestlé's auditions for the character specified that actors be blonde and fair-skinned.