Times Square's Naked Cowboy is trying to take a $6 million bite out of a giant candy corporation, charging it stole his identity by dressing an animated blue M&M in his skimpy trademark outfit.
The nearly nude street performer, whose real name is Robert Burck, has his tighty whities in such a bunch over a massive video billboard showing the candy in a white hat, boots, guitar and underwear that he's filed suit against the mighty Mars candy corporation.
The case of Naked Cowboy vs. The Men From Mars will be heard in Manhattan federal court.
Burck, who bills himself as a top Times Square tourist attraction, admitted he received warm congratulations for his candy-coated chocolate electronic alter ego and was initially thrilled to see proof of his impact on popular culture.
"My initial response was like, 'Wow that's cool,'" said Burck, whose claim to fame is playing guitar at 45th Street and Broadway, strategically holding the instrument over his briefs to make him appear to be naked.