Nestle's Milkybar has been around since 1936, but it was not until they started advertising on TV in 1961 that it became a nation favourite. Milkybar's mascot is the Milkybar Kid, a blond spectacled cowboy from the Wild West. He has been depicted as a cartoon character and a real person, and is hugely popular. His face is even engraved on the chocolate.
Although the general target audience is children, I find many adults love Milkybars too. Usually I complain when white chocolate is very sweet, but for some reason it works perfectly with Milkybar. Perhaps that is because the bars so thin that they do not become sickly.