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

It comes after an episode used the term "fireman" instead of "firefighter".

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"You have a huge influence on kids & using out of date stereotypical gender specific wording prevents young girls from becoming firefighters."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


The word was used in an episode of the hit show called The Fire Engine.

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

If women are being 'put off' joining the fire service because Fireman Sam - A CARTOON CHARACTER - supposedly 'perpetuates male stereotypes' then can I politely suggest these women probably don't have what it takes to fight fires. pic.twitter.com/YEZXZtDQ0J — Piers Morgan (@piersmorgan) March 18, 2019

TV presenter Piers Morgan tweeted: "If women are being 'put off' joining the fire service because Fireman Sam - A CARTOON CHARACTER - supposedly 'perpetuates male stereotypes' then can I politely suggest these women probably don't have what it takes to fight fires."

LFB hit back, saying that girls "think they can't be firefighters because children's TV continues to use outdated language".

"If you respect our work, then get our name right," the brigade tweeted.

It was also unimpressed when one Twitter user pointed out there is a female firefighter in the show, Penny Morris.

"Sadly Penny's involvement in the show is completely devalued by the constant use of the outdated term fireman in the catchy theme tune, title and on all merchandise," the brigade said.

Morgan continued the debate on ITV's Good Morning Britain, telling viewers: "Postman Pat - he can't be a postman any more. What is he, a postperson? Postperson Patricia?

"And you can't have a black and white cat because that's racist."

Great to have another supporter in our #FirefightingSexism campaign. Welcome Barbie! She's coming to the rescue, helping girls & boys to imagine everything they can become by joining the Brigade in our new gold kit too. pic.twitter.com/loKGBN1vmV — London Fire Brigade (@LondonFire) March 18, 2019

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."

Earlier this week, LFB also tweeted its praise of a new Barbie firefighter doll, saying it was "helping girls & boys to imagine everything they can become".