Children’s TV favourite Fireman Sam has been side-lined by a fire service for being “outdated” and not “inclusive” enough.
Lincolnshire Fire and Rescue will instead use blue, red and yellow fire extinguisher characters Freddy, Filbert and Penelope at promotional events.
Chief Fire Officer, Les Britzman, said the Sam mascot did not help sell the fire safety message.
Fireman Sam first appeared on TV screens in 1987. He works in the fictional Welsh town on Pontypandy
The mascot has been used by the Lincolnshire fire service in the past to advertise open days, as well as at various charity events.
The move to axe Sam sparked a fierce online debate, with many calling it out as political correctness gone overboard.
Others also pointed out the show features a prominent female firefighter, Penny, who is often seen at the forefront of tackling blazes, taking part in rescues and doing everything Sam does.