Lincolnshire Fire and Rescue have discontinued the use of their Fireman Sam mascot, as he is not inclusive enough

Lincolnshire Fire and Rescue have discontinued the use of their Fireman Sam mascot, it was announced this week.

An email has revealed how Lincolnshire Fire and Rescue received negative feedback on their station open day posters and advertising material featuring Fireman Sam as he is not seen as 'inclusive'.

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."

As a result of the decision, Lincolnshire Fire and Rescue will use its own characters, fire extinguishers Freddy and Filbert, going forward in any promotional material.

Fireman Sam children’s show, set in the fictional Welsh town of Pontypandy, has previously come under fire after people called for producers to use the term ‘firefighter’ instead of ‘fireman.’

Critics believe that by not using the gender-neutral term, the show is putting young girls off considering a career in the fire service.