Fireplaces, Heating Stoves, Flues and Chimneys - Can I dye my brick?

I have a large fireplace in my living room, I love it, except it's a yellow brick thing... Is there a product I can use to perhaps bleach the brick then dye it a more traditional orange/red? The mortar is also super dark, can I use something to bleach it out?

Nothing?
I guess I'll try some things and post them here if they work out.

I was wondering that too. We have to replace our fireplace hearth, which is slate. We're thinking of having brick hearth built but afraid the bricks won't match the ones we have. I was wondering if they could be STAINED ..never thought of dying. I know that you can PAINT the bricks, but with that, you'd have to repaint from time to time. I would think that Staining would last longer. I'll have to do a search on staining bricks. But first I have to replace the hearth!