Another day another WTF moment - Why not also have a fire-woman Samantha instead of axing something that has run from the 80's until last year. https://www.bbc.co.uk/news/uk-england-lincolnshire-49661970 Fireman Sam has been axed as a mascot for a fire brigade over fears he could put women off joining. Lincolnshire Fire and Rescue Service said the children's TV character was outdated and did not reflect the message it wanted to achieve. The decision follows complaints by staff and members of the public. Chief fire officer Les Britzman said Fireman Sam would be replaced with fire extinguisher-shaped mascots called Freddy, Filbert and Penelope. Mr Britzman said the service already struggled to recruit women firefighters and the character would no longer be used in its promotional material. "There's been a lot of research that says that images that young people have about what careers they want to do are formed when they are about four or five. "If you are promoting that image we might be stopping people wanting to apply for the fire service 20 years down the line."