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Fireman Sam axed by Lincolnshire Fire and Rescue because he’s male

Fireman Sam

Fireman Sam is being replaced by three gender-neutral fire extinguishers (Picture: Lincolnshire Fire and Rescue)

A fire service has taken the decision to axe popular TV character Fireman Sam as their mascot.

Lincolnshire Fire and Rescue Service said that they had received negative feedback because the mascot was not inclusive enough.

He had been used by the fire service for station open days and on advertising materials.

Instead they are using gender neutral blue, red and yellow fire extinguishers called Freddy, Filbert and Penelope.

Chief fire officer Lez Britzman said: ‘Firefighters nationally and residents locally have raised some concerns that “Fireman Sam” doesn’t reflect the fire service today, in terms of both the job itself and our workforce.

Fireman Sam

The fire service said they had received feedback that Fireman Sam was not inclusive enough (Picture: Lincolnshire Fire and Rescue)

TELEVISION PROGRAMME: FIREMAN SAM Picture shows: Fireman Sam TX: CBeebies every day Brave, resourceful and calm in a crisis, Fireman Sam is a pillar of the community and the hero of every rescue. WARNING: Use of this copyright image is subject to Terms of Use of BBC Digital Picture Service. In particular, this image may only be used during the publicity period for the purpose of publicising FIREMAN SAM and provided BBC/Hit Entertainment is credited. Any other use of this image on the internet or for any other purpose whatsoever, including advertising or other commercial uses, requires the prior written approval of Hit Entertainment.

Fireman Sam has been on our screens for over 30 years (Picture: BBC)

‘It’s important to us that our open days and community events don’t make anyone feel excluded and therefore we took this decision.

‘We always make sure that we include plenty of activities and other ways to engage children and adults, to help them learn more about fire safety and a firefighter’s role.’

An email has been sent round to all fire stations in the county telling them not to use Fireman Sam in the future.

In March this year Fireman Sam was in the firing line along with Peppa Pig for encouraging gender stereotypes.

London Fire Brigade hit out at Peppa pig for not using the term ‘firefighter’ in an episode called The Fire Engine.

Penny Morris and Fireman Sam

Here is Fireman Sam with firefighter Penny Morris (Picture: BBC)

The service tweeted: ‘Come on @peppapig, we’ve not been firemen for 30 years. You have a huge influence on kids & using out of date stereotypical gender specific wording prevents young girls from becoming firefighters.’

In 2017 just 5.2 per cent of firefighters were women.

In March LFB praised the release of a firefighter Barbie wearing their uniform.



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