A fire service has decided to stop using the TV character Fireman Sam as its mascot. Lincolnshire Fire and Rescue service said it would no longer be using a male firefighter in its advertising ...

More than two million books have been sold worldwide. Fireman Sam has also been used by the UK Fire and Rescue Service to deliver fire safety messages to children.

Image: Critics insisted Fireman Sam is already 'politically correct' Lincolnshire Fire and Rescue's decision was criticised by some people who insisted Fireman Sam was already "politically correct".