A history of the icon behind rural electric cooperatives

Willie Wiredhand is more than a mascot. He is a cherished symbol of America’s rural electric cooperatives, a reminder of the communities they serve, and one of the cooperative movement’s earliest champions of energy conservation.

Willie was created in 1950 by artist Andrew “Drew” McLay for the National Rural Electric Cooperative Association, formed to support and represent rural electric cooperatives across the country. As electricity was reaching farms and homes for the first time, NRECA introduced Willie to give rural members a friendly, approachable face for both electricity and the cooperative spirit.

Originally known as “Willie the Wired Hand,” Willie was designed to resemble a hired hand: reliable, hardworking, and always ready to help. His wire-built body, plug-shaped legs, and light socket head symbolized electricity itself, while his gloves reflected the labor of lineworkers and farmers. In 1951, cooperative members officially selected him as the national mascot, and he quickly became a unifying figure across the cooperative network.

Long before energy efficiency became a household term, Willie was also encouraging members to use electricity wisely. He was often depicted in educational materials that promoted conservation, safety, and responsible energy use. His message was simple and ahead of its time: Electricity is a valuable resource, and cooperatives have a responsibility to help members use it safely and efficiently.

For decades, Willie appeared in publications, advertisements, educational campaigns, and merchandise. Many cooperatives, including ours, adopted him as their logo before establishing individual branding, making him a shared part of cooperative history. Today, he still holds a special place in our culture. Each year, NRECA releases two new Willie Wiredhand ornaments: one featuring a Willie figurine and one in a traditional bulb shape. Our cooperative proudly maintains a large collection, including a complete set assembled by an employee determined to collect every annual release.

While branding and technology have evolved, Willie’s meaning has not. He represents the electrification of rural America, the cooperative commitment to conservation, and the dedication to community that continues to guide us. Nearly 75 years later, Willie Wiredhand remains a beloved and enduring icon, our tireless, smiling hired hand who continues to light the way.