The Conversation
International · 1 hrs ago
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Trump’s new ‘Coalie’ mascot and myth of ‘clean, beautiful coal’ have a long history in advertising
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The Trump administration has introduced a cartoon coal mascot called 'Coalie' designed in a cute Japanese anime style, continuing the administration's efforts to rebrand coal as a benign energy source despite environmental concerns.
Trump’s new ‘Coalie’ mascot and myth of ‘clean, beautiful coal’ have a long history in advertising
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 latest in the White House’s efforts to pass off coal as harmless, despit
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