Children’s TV shows Peppa Pig and Fireman Sam have been accused of sexism by London Fire Brigade.

It comes after an episode of Peppa Pig used the term ‘fireman’ instead of ‘firefighter’.

The brigade tweeted “Come on @peppapig, we’ve not been firemen for 30 years,” tweeted the brigade.

“You have a huge influence on kids & using out of date stereotypical gender-specific wording prevents young girls from becoming firefighters.”

In England, 5.2% of firefighters are women.

Fireman Sam, which was first broadcast in 1987, was also brought into the debate, as  London Fire Brigade (LFB) got behind its #FirefightingSexism campaign.

A statement from Mattel, the company behind the show, said it was “committed to representing [firefighters] work in the most appropriate way through our entertaining show for children”.


“Fireman Sam is a much loved and iconic brand and we are constantly evolving to make sure that we stay true to the show’s heritage as well as representing the world that children see around them today,” it said.

“The team are always referred to throughout the show as ‘firefighters’ except Sam who has not evolved his title in his role as the show’s namesake.”

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