Val the Viking embarks on exciting adventure as Limerick’s new mascot
The beloved Val the Viking character is now evolving into a new mascot and promotional ambassador for Limerick city and county.
Limerick City and County Council is delighted to announce the launch of the next phase of the hugely successful Val the Viking initiative.
The beloved character is now evolving into a new mascot and promotional ambassador for Limerick city and county.
Originally launched in November 2025 as part of a community engagement programme, Val the Viking quickly captured the imagination of children and families across the city and county.
Mayor of Limerick, John Moran, said the character has become a “wonderful” symbol of Limerick's "creativity, history and community spirit."
"It was fantastic to see the reaction and excitement of the children at Limerick City Library as Val moved from being a character in a story into a real-life mascot they could interact with. Their obvious excitement shows how Val has captured their imagination since he magically landed on modern Limerick shores in November of last year.
"I look forward to meeting Val at events across Limerick as he welcomes visitors and inspires young and old from our own community to take pride in Limerick,” the Mayor continued.
More than 3,000 activity packs have been distributed through library branches, helping young learners discover Limerick’s rich history, heritage and culture through storytelling, puzzles and fun activities.
Val’s return was celebrated with a special appearance at Limerick City Library, where he surprised a group of young visitors during a storytelling session; a fitting nod to the character’s library roots and the community partnership that brought him to life.
Dr Pat Daly, director general at Limerick City and County Council, explained that Val was designed to encourage discovery, spark curiosity and celebrate what makes Limerick unique."
"Seeing him come to life as a mascot opens exciting new opportunities to engage with people of all ages, whether they're attending an event, visiting an attraction or discovering Limerick for the first time. We look forward to seeing Val become a familiar and much-loved face across the city and county," Dr Daly shared.
Born from Brand Limerick and rooted in learning, inclusion and community connection, Val’s origin story sees him and his Viking crew arrive in Limerick in 922 AD, before Val embarks on a magical journey through time to explore the energy, creativity and spirit of modern-day Limerick.
Now in his next evolution, Val is stepping off the page of the Discover Limerick Activity Book and into communities across Limerick, as a life-sized mascot.
Through a programme of appearances at attractions, events and key locations across the city and county - delivered in partnership with the Limerick Library service - Val will help showcase everything that makes Limerick a vibrant place to live, work, study and visit.
Deputising for the Príomh Chomhairleoir, Cathaoirleach of the Metropolitan District of Limerick, Cllr Joe Pond said the mascot will help the people of Limerick to "connect with families, promote our attractions and events, and continue telling Limerick's story in an engaging and accessible way."
"The success of Val the Viking demonstrates the power of collaboration and strong place branding. What began as an engaging educational initiative through our library service has grown into a unique platform for promoting everything Limerick has to offer," Cllr Pond concluded.
The launch – held on Tuesday, July 14 - marked an important milestone in the continued development of Brand Limerick.
As an official mascot and ambassador, Val will support promotional campaigns, tourism initiatives, events, and celebrations, creating memorable experiences for residents and visitors alike.
From libraries and attractions, to festivals, activities and events, Val the Viking is ready to embark on his biggest adventure yet and inviting everyone to discover Limerick through the eyes of its newest and most enthusiastic ambassador.
Members of the community can follow Val’s adventures on his own social media channels.