Lincolnshire Fire and Rescue said the popular children's character was the reason "more women don't want to be firefighters".
Adverts showing men as "incapable of caring for children" and women in "passive" roles have been banned under new advertising rules.
Virtual assistants such as Alexa and Google Assistant reinforce gender stereotypes, including that women are "subservient", according to a UN report.
Almost half of adults have said that they experienced gender stereotyping when they were children, according to a survey.
The shopping trolleys feature images of women and children on safety instructions but not men
The video shows women sexually harassing men in the way you might expect men to harass women
Football team Boca Juniors has claimed that the cheerleader group 'reify women'
James Damore sent a document to other Google employees which claimed 'women, on average, have more neuroticism'
The Advertising Standards Authority has said it will ban adverts that are sexist by showing gender stereotype roles
Girls as young as six believe that brilliance is a male trait, according to a gender study by researchers at New York University