Max the Lion is often seen on Walls Ice cream packets and tubs as the loveable mascot created by Unilever for their ice cream brands. He has been brought to life to promote the brand and ice cream at PR events worldwide. Max is a friendly lion with golden sandy coloured fur on his face, arms and chest with a paler shade fur on his snout and chin. He has a bushy long brown fur all over his mane and a brown and black nose; he has long whiskers and hazel brown eyes.
Max likes to wear black jersey trouser with a red vinyl belt that has a gold and brown vinyl buckle. He has a white polo necked shirt and a brown open waistcoat; red fingerless gloves which reveal his claws. Max also has red and white boots, a long tail and a paw print necklace.