The company started to expand in new frontiers of the gadget industry. In 1971 LEGO started to target young girls with the advantages of furniture pieces and dollhouses; in 1974 this introduced the first people figures, named Minifigures; in addition to 1979 this expanded in space with sets presenting astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series first showed that same year, a line of earrings elements marketed to young girls. This era also observed the creation of a control structure, with Godtfred Kirk Christiansen’s kid Kjeld Kirk Kristiansen getting started with the bureaucratic staff and working to modernize the company’s manufacturing methods.

The 1970s also noticed the introduction of a process that allowed customers to decide on certain stones they desired to purchase and build their own units, rather than get pre-made solutions; this is popular with adults, as well as children. In the same decade, Seglar branched out into old territory together with the Castle look, and in 80 the company added it is first educate sets to its lineup.

In 1989 Lego announced the places to take your kids Pirate look, and with it a number of pirate ships, desert islands and treasure. The business also extended its variety of facial expression, adding beards, eye areas and lipstick in addition to the standard two eye and laugh. Some older Lego hobbyists resented these types of changes, finding the more simple faces of earlier units.

As Profano expanded in a huge international corporation, completely to find ways to satisfy the needs of their big name purchasers like Goal, Wal-Mart and Toys ‘R’ Us, which in turn demanded greater selections and faster delivery times. To maintain with these requirements, the company did start to reduce total production moment for new products by causing more make use of computerized assembly systems.