lego

serenity not appropriate for all ages?...i would have to question what they find about firefly that is worse than something like star wars...i don't see how star wars is any more appropriate for kids...star wars has an entire planet full of people being wiped out, incestuous overtones, racist caricatures, slavery, dismemberment, torture, murder, child labor...doesn't seem very kid friendly...if they don't think it'll sell, then they should just say so instead of coming up with a lame excuse

http://www.movieviral.com/2012/05/08/lego-rejects-firefly-submission-explains-itself-after-two-high-profile-rejections/

there are several custom lego serenity projects out there, but an official one would have been very nice

http://lego.cuusoo.com/ideas/view/12902

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.