The LEGO Jury has made a quick decision on the Firefly Serenity Playset by tbone_tbl. They have decided not to move forward with the production because it did not fit with the target consumer of LEGO products which are children. Although it was cool looking, I figured that it might not pass the review stage. Even so, congratulations to tbone_tbl for making it this far. Below is the official statement from LEGO.
**Update: A company by the name of Etadyne Industries LLC is selling the playset on their site.**
Congratulations on 10,000 supporters! Here is our decision on the IP’s fit with the LEGO brand.
2012.05.08
First and foremost, huge congratulations to tbone_tbl for reaching 10,000 supporters on LEGO CUUSOO, and toward everyone for all of the support of the Firefly Serenity Playset project!
LEGO CUUSOO gives the opportunity for adult LEGO fans to submit product ideas. You submit some incredible things, and we’re huge fans of all of your work. This is a beautiful model and a skilled rendition of the beloved Serenity built with LEGO bricks.
When reviewing projects for production, the LEGO Jury first looks at how the concept fits the LEGO brand. We learned the IP was questionable regarding a brand fit, and since we anticipated this project reaching 10,000 the team got a head start and reviewed the project on these criteria.
LEGO produces toys for children. Therefore all LEGO products, regardless of age target, must be content-appropriate for this core audience. With this in mind we have decided that as cool as the Serenity model is, the Firefly TV show and Serenity film contain content that is not appropriate for our core target audience of children ages 6-11. While we know this news will disappoint those who supported the project, we will not be producing this as a LEGO product.
Opening ourselves to new product suggestions invites popular ideas that don’t always fit our brand. We are grateful for the spirit behind projects like the Firefly Serenity and for the opportunity to be challenged. It keeps us sharp and looking toward the future of the LEGO brick.
The LEGO CUUSOO Team
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Um, neither was Halo. I remember Halo Legos… am I mistaken?
I know there are some Halo Mega Bloks and LEGO MOCs but I don’t recall of any official Halo LEGO sets.
“the Firefly TV show and Serenity film contain content that is not appropriate for our core target audience of children ages 6-11”
Because Star Wars http://www.youtube.com/watch?feature=player_detailpage&v=pSwy412nttI#t=398s Iron Man http://www.youtube.com/watch?feature=player_detailpage&v=qvwHppI95K0#t=68s and The Lord of the Rings http://www.youtube.com/watch?v=geMOjj4o2Jg are so much more age appropriate? Im sorry, but if kids can handle those, then I’m certain they can handle a little bit of morrena or nathan’s bare skin.
How about Lord of the Rings? A typical children’s story, eh? Death and destruction all the time. Nevermind the Tolkien’s book, but the movie (upon which the Lego LOTR sets are based) is really not appropriate for children.
What about Indiana Jones? We have Lego set for it as well. I remember scorching the hand, fighting, danger, shooting and many deaths. No problem at all, right, Lego?
Then we have Star Wars. Story about war in galaxy that took millions of lives. Story about absolute power that corrupts absolutely. Many deaths, tortures and killing of children. Hell, the whole planet was sent into the oblivion. There’s genocide too. YEAH. THIS IS VERY APPROPRIATE.
Be honest, Lego: there’s no money in Firefly, that’s why you rejected this project. And there’s tons of money in Star Wars, even if the next episode is about space rapists, you’ll make a neat little plastic Lego set for it.
Shame on you.
Hooray Simpsons Legos! What a family friendly show that certainly has become, all age appropriate content there for that target 6-11 market! Something else is amidst here me thinks.
Yeah, the list of LEGO product series tied to movie, video game and TV franchises that are also not appropriate for ages 6-11 is a long one. I don’t buy this explanation, and given the countless other examples that contradicts this stated reason, I find this amounts to a lie. I would rather have heard something reasonable and honest like, “This is a show that ran for one season, had one movie, and the general fanbase isn’t enough to warrant the cost of making, marketing, and distributing this as a product. There’s a couple nerds that work here, and they love it, but we’re not going to make it.”
That, at least, would’ve been believable.