The primary reason we have decided not to consider the Firefly IP for a LEGO product is the Inara Serra character, who is a "companion," or prostitute. This character and her profession are central to the story in the Firefly TV series. The character is inextricably linked to the story, and it isnt possible to produce the model and license the IP without creating a link between the LEGO brand and this character. In this process, we have made our decision for brand fit up front as it is the first logical step in the process; it is upon this basis alone that we have made our decision.
The LEGO Company produces many products that appeal to older builders and adults, and we will continue to expand what we offer for adult fans. At the same time, our products and the IPs they represent must be content-appropriate for a younger audience.
LEGO CUUSOO is a new initiative for us. Opening ourselves up for product suggestions means we must naturally articulate more clearly how we make decisions related to our brand. This is something we havent had to do before. Not everyone will be happy with the decisions we make, and people may question our actions and motives. That is one of the costs of being more open, however the benefits and possibilities are far greater. While there will be some disappointments along the way, we will stay focused on the many possible product ideas that are both appropriate for all ages and appeal to adults.
