ThinkGeek Will Donate All Jayne Hat Proceeds to Firefly Charity

It’s become clear this week that now that Fox has actually decided to license merchandise based on the ten year old television series with a massive cult following that might actually have lasted more than a season if they hadn’t heavily interfered with it’s scheduling, episode order, and air dates… they’re going start taking shots at the smaller, unlicensed retailers that have been serving the market niche they’ve been ignoring. This has left a lot of folks pretty angry.

ThinkGeek, a, well, nerdy stuff retailer with really savvy social media presence, is one of the outlets that carries Fox’s now official Jayne Hat, one of the most recognizable pieces of clothing in the series. And they’ve announced, in the wake of Fox’s cease and desists to Etsy Users, to donate all profits they make from the sales of Fox’s Jayne Hats to Can’t Stop the Serenity.

ThinkGeek initially responded to the controversy by confirming that while they carry the hat, they have “nothing to do” with the cease and desist notices from Fox to Etsy, which have resulted in the ban of a users’ entire accounts, not simply the removal of one item from their store. It’s very nice to see them taking things one step further, though. Here’s what they had to say:

Browncoats, we hear your concerns about the cease and desist on Etsy Jayne Hat sellers!

We weren’t involved in that process, but we have reached out to FOX and we’ve definitely heard what you’ve had to say. (We know you guys have Vera to back you up.)

As a result, we’ve decided to donate the profits from all Jayne Hat sales on our site to Can’t Stop the Serenity, a Browncoat charity dear to ThinkGeek’s heart that raises funds and awareness in support of Equality Now. We’ll continue making that donation until we run out of stock of Jayne Hats.

We hope the Hero of Canton himself would approve.

Can’t Stop the Serenity organizes screenings of episodes and other Firefly-related events to raise their funds, which then go to Equality Now, a charitable organization that seeks to promote human rights for women around the world.

(via Fashionably Geek, image via Plastic and Plush)