‘Fireman Sam’, the children’s cartoon star, has been axed as the official mascot of the Lincolnshire Fire Brigade. Along with the children’s cartoon character ‘Peppa Pig’, ‘Fireman Sam’ had faced criticism for not being inclusive enough.

Officials at London Fire Brigade had previously complained that an episode of ‘Peppa Pig’ used the term ‘fireman’ instead of ‘firefighter’, something they claimed was a gender stereotype, whilst earlier this year Lincolnshire Fire Brigade utilised a ‘Barbie Firefighter Doll’ character in an attempt to address the apparent imbalance caused by ‘Fireman Sam’.

Today’s decision will see Lincolnshire Fire Brigade employ ‘Freddie, Filbert and Penelope’ as gender inclusive cartoon characters, with Fireman Sam’s services no longer being required. The new gender neutral characters are talking fire extinguishers who will educate children on fire safety.

A spokesperson for the national fire service, Chief Fire Officer Les 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.