Piers MorganÂ has ridiculed the decision to ditch Fireman Sam as mascot for the fire service.
Les Britzman, the chief fire officer for Lincolnshire, made headlines today after announcing he will stop using â€œoutdatedâ€ mascot Fireman Sam in the forceâ€™s promotional material because the stereotype is notÂ inclusive of women.
Fireman Sam is the namesake of a 30-year-old popular animated television series, and has long been used in as a mascot by UK fire services.
“The reason more women don’t want to be firefighters is because of images like Fireman Sam,â€ Britzman told ITVâ€™s â€˜Good Morning Britainâ€™, calling the stereotype â€œoutdatedâ€.
But Morgan has clapped back at the decision, accusing the fire chief of being â€œhypocriticalâ€.
â€œThere you are representing the [fire] service and you have a problem with using any promotional material that has a male firefighter at the head. Itâ€™s totally hypocritical,â€ the presenter said.
â€œYou have an objection for Fireman Sam who portrays the service showing a white man in charge and there you are, a white man in charge,â€ he added.
In response, Britzman drew attention to the overwhelmingly male demographic of the fire service â€“ of which only 7% are female.
â€œThis doesnâ€™t reflect society, half our population is female,â€ he argued.
But Morgan drew attention to the presence of a female fire fighter, Penelope, who is one of the characters in Fireman Sam series, claiming: â€œYou throw this tripe nonsense that women have watched Fireman Sam and put them off!â€
Whatâ€™s more, more thanÂ half of women believe sexism holds them back at work.