If you’re a true coal mining-head—or maybe just a fan of Jimmy Kimmel—then you already may have heard of “Coalie,” an anthropomorphic lump of coal who is the newest mascot for the primary bureau within the US Department of the Interior that regulates coal mining.
Ever since Interior Secretary Doug Burgum posted a cartoon image of himself and Coalie on social media in late January—promising to unleash “Beautiful, Clean Coal” on behalf of President Trump—the googly-eyed, hard hat-wearing hunk of combustible carbon has become something of a flashpoint. Cute, for sure, but also criticized as a “lethal mascot for dirty energy,” a “cheerful mouthpiece for several dubious claims,” and a “middle finger, in a way” to people who care about the health of people working in and living near mines.
Mine, Baby, Mine!@POTUS made it a top priority for @Interior to unleash Beautiful, Clean Coal and @OSMRE is leading the charge!
Learn more about how @OSMRE is advancing @POTUS‘ American Energy Dominance Agenda from their new spokesperson, Coalie! https://t.co/o62HdCRAsO pic.twitter.com/yWR4DvHVHW
— Secretary Doug Burgum (@SecretaryBurgum) January 22, 2026
So how did Coalie come to be? According to Simone Randolph, communications director at the Office of Surface Mining Reclamation and Enforcement (OSMRE), the mascot “started off as a kind of joke” within the bureau.
In 2018, Sara Eckert, then OSMRE’s social media manager, put googly eyes on a lump of coal. Over the next few years, coworkers added a pointing finger, a hard hat, and even boots to the “unofficial” mascot. But the joke soon revealed a larger issue: most of the public didn’t understand what the agency actually does.
“OSMRE is a very small bureau—we’re not parks, we’re not Fish and Wildlife. It’s not a household name,” says Eckert. OSMRE focuses much of its work on reforestation efforts and abandoned mine land reclamation, and Eckert says that Coalie became “a tool to help explain our mission, which is to ensure that coal mining operations protect the public and the environment.”
“I can be the first to acknowledge that might sound like a lot of jargon,” she adds. “Our hope is that Coalie can help tell this story.”
Coalie’s backstory mirrors that of any other piece of coal. Developed with the help of an informal focus group, Coalie—who uses he/him pronouns—was unearthed through mining activity, eventually awakening as OSMRE’s unlikely ambassador. Since then, Coalie’s mission has been to help the country better understand the agency’s work, guided by his three defining personality traits: wise, curious, and collaborative.
Inspired by Schoolhouse Rock!’s “I’m Just a Bill,” Smokey Bear, and even Mickey Mouse, Coalie officially debuted on January 21. In the future, OSMRE plans to use him for potential crossovers with other agencies, including the US Geological Survey, the Bureau of Land Management, the Environmental Protection Agency, and the Mine Safety and Health Administration.
In-house animators also plan to bring Coalie to life, making him dance, ride around on trucks, and potentially perform a signature song. His appearance may also change with the weather. “Oh my gosh, Coalie is going to have so many fits,” says Eckert, noting that he could don coats during snowstorms or waterproof boots while working near streams.
For now, there are no plans for a real-life Coalie mascot to appear in costume—but at some point, there could be a Coalie plushie.
To Coalie’s critics, Eckert’s message is simple: “Just come along for the ride … Coalie is for everyone.”
In a statement provided by OSMRE, Coalie himself also has a message for the public: “Those stories [about OSMRE] don’t often make headlines. But they should! Because this work makes a real difference for the American people … So grab your hard hats. Questions are welcome.”
When asked whether Coalie knows that his ultimate fate—like any piece of coal—is to be burned up to provide energy, Eckert pauses. “I’ll have to get back to you on that,” she says.
Tristan Espinoza joined Washingtonian as an Editorial Fellow in 2026. A proud Osage Native from Dallas, Texas, he is pursuing a Master of Fine Arts in Creative Writing (Nonfiction) at American University. He is a graduate of Columbia University and the London School of Economics. He lives in Mount Pleasant.
