A fire service says it will no longer use Fireman Sam in its promotional material because the character is outdated and not inclusive. Lincolnshire's chief fire officer Les Britzman suggested the long ...

Lincolnshire Fire and Rescue Service dropped the 32-year-old character, who is white and male, from promotional material after residents complained he “doesn’t reflect the fire service today.” Fireman ...

"When he hears the firebell chime, Fireman Sam is there on time. Putting on his coat and hat in less than seven seconds time. "He's always on the scene, Fireman Sam. And his engine's bright and clean, ...