Brand Standards

The official CUUSOO blog now details what topics are out-of-bounds for submission, which makes a nice follow-up to my comments from last night. As expected, their review process is weeding out most inappropriate material submitted since March 29th, but they list taboo topics anyway:

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.

Very interesting that WWII (and every earlier war) is fair game, but death, killing, and blood are not. This does leave the door open for a nice WWII plane or tank set that would probably sell quite well. The final takeaway is to play it safe: if you think that your set might not be appropriate for kids in any way, then LEGO probably isn’t interested:

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.

A reasonable stance, and hopefully one that will improve the quality of submissions all around. I must admit that I’m impressed by how well LEGO is handling CUUSOO, and how smart they are to fill in the gaps when they perceive a problem. Seems like they are in this for the long haul.


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