Adored childhood character Fireman Sam has been scrapped as mascot for a fire and rescue service after complaints were made that he is not inclusive enough.
For years, Lincolnshire Fire and Rescue Service used the character for station open days and advertising material.
But after receiving complaints from staff and members of the public about the mascot perpetuating gender stereotypes in the workplace, the service made the decision to axe Fireman Sam, WalesOnline reports.
Lincolnshire's 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.
"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."
A Lincolnshire Fire Service spokeswoman said firefighters themselves had commented that the Fireman Sam character did not reflect the modern fire service.
Three blue, red, and yellow fire extinguishers called Freddy, Filbert and Penelope have served as mascots for the fire service alongside Sam.
With Sam's retirement, the three fire extinguishers will take up the role full time.
