The services of the popular TV character Postman Pat are no longer required by the organisation whose good name he did so much to promote.

The Royal Mail says it has dumped the cheery delivery man because he no longer fits in with the company's "corporate image."

The postal workers' union has described the decision as a disgrace, saying Postman Pat stood for everything good about postmen.

The Royal Mail has used Pat and his faithful black and white cat, Jess, for public relations work since he first started his round in the fictional village of Greendale during the 1980s.

His adventures and misadventures with the local townsfolk, turned this postman and his trusty van into one of Britain's much loved children's programmes.

Popular with children

"He was very popular with children and his friendly manner and community spirit made him a good image for postal workers," said a spokeswoman for Royal Mail.

But she said the organisation had decided it was now time to cut links with the character.

"Following a recent review, we think the best way we can make use of the thousands of our people eager to volunteer their time and skills is through a schools' programme to improve literacy.

"Because of this new focus we have taken the difficult decision to end the volunteering of our people to dress as Postman Pat."