Limerick City and County Council is delighted to announce the launch of the next phase of the hugely successful Val the Viking initiative, with the beloved character evolving into a new mascot and promotional ambassador for Limerick.
Originally launched in November 2025 as part of a community engagement programme, delivered in partnership with the Limerick Library service, Val the Viking quickly captured the imagination of children and families across the city and county. More than 3,000 activity packs were 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.
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, Val will help showcase everything that makes Limerick a vibrant place to live, work, study and visit.
Mayor of Limerick, John Moran welcomed Limerick's new mascot, saying:
"Val the Viking has become a wonderful symbol of Limerick’s creativity, history and community spirit. It was fantastic to see the reaction, and obvious 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.”
Deputising for the Príomh Chomhairleoir, Cathaoirleach of the Metropolitan District of Limerick, Cllr Joe Pond says Val the Viking has already conquered hearts and minds:
"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. As Val takes on this new ambassadorial role, he will help us connect with families, promote our attractions and events, and continue telling Limerick's story in an engaging and accessible way."
Dr Pat Daly, Director General, Limerick City and County Council expects Val will soon be a household name:
"From the very beginning, 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."
Today’s launch marks 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 alike, 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.
Follow Val’s adventures on his own social media channels
Instagram | Facebook | TikTok and on Limerick.ie.