Fireman Sam is trending on Twitter as I write today's post.
Why? I am sure you're wondering.
Lincoln Fire and Rescue has dropped Sam from promoting its service because, and I quote, the character 'does not reflect the inclusive nature of Lincolnshire Fire and Rescue'.
Apparently, there was a complaint made and the service reacted.
The world has gone mad.
Or rather Lincoln has.
Look - if someone feels this way about an animated TV series, they - in my opinion - are unlikely to have the right head for a job in the fire service.
Just saying.
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