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

By: Annie Persons

Outlets: Kansas Reflector

Published: May 9, 2026

Words: 1,251

Last Updated: 2 months, 2 weeks ago

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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 meaning “cute” or “adorable.” It’s the …

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