FIRE chiefs are seeking to reduce the number of arson attacks - with the backing of a toy store chain.

Dolls and toy fire engines are being used by Cleveland Fire Brigade staff to dampen the fascination that some children have with fires.

The brigade's link with the Early Learning Centre stores is the latest initiative to overturn Teesside's place as the second worst area in the UK for arson attacks.

Dave Turton, Community Fire Safety Officer at Cleveland Brigade, said: "Role play using videos, puppets, dolls, toy fire engines and a firefighter's helmet help to build rapport and change behaviour in children who caused at least 27 of the 497 house fires attended by the brigade in the last year."

The Early Learning Centre stores in Middlesbrough and Hartlepool have provided the brigade with toys for role play with children fascinated by fire, in a bid to crack down on the number of fires caused by young fire starters.

The toys are part of the brigade's One to One Firesetter Intervention Initiative.

Mr Turton said: "Specially trained interventionists and uniformed fire officers work together to help youngsters from the age of four, and their families, to overcome the problem of juvenile fire setting."

Last year, the fire brigade introduced six-week courses to deter older children, aged between ten and 16, from starting fires and making malicious hoax calls.