"Twinkie" is a trademarked name invented in 1930 by James Dewar, a manager for the Continental Baking Company. The name was reportedly inspired by a billboard advertisement for "Twinkle Toe Shoes," with "Twinkle" being adapted to the more brand-friendly "Twinkie." As a simplex word, its form does not derive from Latin or Greek roots but was created for its catchy, diminutive sound, which aligned with the product's small, sweet nature. The subsequent slang meaning, originating in American gay culture of the late 20th century, draws a metaphorical comparison between the snack's perceived lack of nutritional substance and a stereotyped personal attribute, showcasing how brand names can evolve into terms with complex cultural connotations.

The word "Twinkie" is a proprietary trademark. It is not formed from classical morphemes but is a creative coinage. The "-ie" suffix is a common English diminutive or brand-name ending (e.g., "cookie," "brownie"), suggesting something small or endearing.