Who or What is This? Kellogg’s Trade Mark

Update: *SPOILER ALERT* It’s the Keebler Elf (apparently) who is some lad who makes Cookies in the US and whose brand was bought by Kellogg a few years ago?? Thanks to the kind people at Broadsheet for solving the mystery. I’ve obviously led a very sheltered life to have never heard of these…. So Kellogg just applied for a Trade Mark across Europe for this lad: He looks like Snap, Crackle and Pop’s weird Irish cousin dressed up for Christmas to me personally, but I’m a Coco Pops man myself, so perhaps I just don’t recognise him! Any takers??