I would (almost) kill for a Collinwood playset. I understand what you mean about being blown out of proportion like Pirates. I wouldn't much care for that either, but, on the same hand, to see Dark Shadows be as big as pirates would make me rather happy.
Yes, I think the movie is going to be in the PG-13 range as well, though I wouldn't be surprised if we got an R rating out of it. It's about vampires and Burton is not blood-shy. We will see.