Twinkie the Kid is the mascot

Mascot

The term mascot – defined as a term for any person, animal, or object thought to bring luck – colloquially includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name...

 for Twinkie

Twinkie

The Twinkie is an American snack cake made and distributed by Hostess Brands. They are marketed as a "Golden Sponge Cake with Creamy Filling".-History:...

s, Hostess's golden, cream-filled snack cakes. He is a registered trademark

Trademark

A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...

 of Hostess Brands. He has appeared on product packaging, in commercials, and as collectible related merchandise.

Description

Twinkie the Kid is an anthropomorphized Twinkie appearing as a wrangler

Wrangler (profession)

In North America, a wrangler is someone employed to handle animals professionally, especially horses, but also other types of animals. Wranglers also handle the horses and other animals during the making of motion pictures...

. He wears boots, gloves, a kerchief, and a ten-gallon hat.