LEGO® CUUSOO - Brand Standards: What makes an appropriate LEGO product?
Ever since we announced that the Winchester, and now the Firefly Serenity playset did not pass the LEGO Review, there has been some speculation about how we will handle various LEGO CUUSOO projects that skirt the line of the LEGO brand standards.
http://www.legocuusoo.posterous.com/tag/guidelines
The LEGO Company sells construction toys for builders of all ages. Over the last ten-plus years, LEGO products for teens and adults have proven very popular, including LEGO Mindstorms, the UCS series, and the LEGO Direct Exclusives to name a few. Adult builders create incredible models that reflect their passions and interests. As the LEGO Company creates products for an older audience, we takes great care to ensure that everything we produce is appropriate for children and the parents who trust us.
LEGO CUUSOO has opened the floor for you to submit product concepts to us that we can consider for production. As of March 29, all new projects are first held in a queue and approved by a moderator before being posted to the site. We’re able to catch a lot more things this way, but some things are not obvious on the surface and we can't give every project a thorough review. Projects that are obviously over the line will be caught, but some will inevitably pass through.
Our team is very aware that some potentially inappropriate projects remain active on the site; most of those projects were posted before we began approving new projects. We're in the process of examining questionable projects and removing the inappropriate ones. This will take some time. Look forward to updates in the coming weeks that refine the Guidelines and House Rules as we work to communicate more clearly what is acceptable and not. Understand that we will not produce products that are related to these topics:
- Politics and political symbols
- Religious references including symbols, buildings, or people
- Sex, drugs, or smoking
- Alcohol in any present day situation
- Swearing
- Death, killing, blood, terrorism, or torture
- First-person shooter video games
- Warfare or war vehicles in any situation post-WWII to present
- Racism, bullying, or cruelty to real life animals
The determination of how a project fits these above standards will be at our discretion. There's always a chance that something will be approved, then removed from the site after being reviewed in greater depth, or not approved during the LEGO Review stage for projects that achieve 10,000 supporters.
Conversely, there are plenty of LEGO product ideas that appeal to older fans and do not skirt these lines. Our advice is to stick to what's safe. Remember, some things are more appropriate for you to build with your own bricks and share online yourself. There are many great ideas out there, but not all make appropriate official LEGO products.
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