Fireman Sam has been dropped as a fire service mascot, following claims he is not inclusive enough.
Lincolnshire Fire and Rescue Service said it made the decision after receiving negative feedback about the mascot, which is based on the popular children’s TV show.
Now the force’s other mascots – fire extinguisher-shaped Freddy, Filbert and Penelope – will be used in place of Fireman Sam.
According to Government statistics, 5.2% of firefighters in England were women in 2017.
Lincolnshire’s Chief Fire Officer, Les Britzman, said the mascot was “outdated” and did not help sell the fire safety message.
He 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.
“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.”