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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