Trump’s new ‘Coalie’ mascot and myth of ‘clean, beautiful coal’ have a long history in advertising

Ads from the 19th and 20th centuries shows how the industry has long tried to promote coal as clean and even healthy, despite evidence to the contrary.

By: Annie Persons, University of Virginia, The Conversation

Outlets: The Conversation

Published: May 7, 2026

Words: 1,270

Last Updated: 2 months, 3 weeks ago

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By Annie Persons, University of Virginia

If you follow the Trump administration’s social media posts, you might spot its new mascot: a cartoon lump of coal with big eyes and babylike features. “Coalie” sparked a backlash almost as soon as Interior Secretary Doug Burgum debuted it for the Office of Surface Mining and Reclamation Enforcement in early 2026.

Coalie’s design draws on a type of Japanese anime called Kawaii, a word

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