The company began to expand in new frontiers of the plaything industry. In 1971 LEGO started to target ladies with the release of furniture pieces and dollhouses; in 1974 this introduced their first individual figures, called Minifigures; and 1979 it expanded in to space with sets having astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series debuted that same year, a line of jewelry elements directed at young girls. This period also found the creation of a operations structure, with Godtfred Kirk Christiansen’s child Kjeld Kirk Kristiansen getting started the bureaucratic staff and working to modernize the company’s manufacturing strategies.

The 1971s also observed the introduction of a process that allowed customers to decide on certain stones they wished to purchase and create their own units, rather than purchase pre-made equipment; this was popular with adults, as well as kids. In the same decade, Lego branched away into middle ages territory considering the Castle template, and in 1980 the company added the first teach sets to its lineup.

In 1989 Lego brought in the Pirate look, and with it many pirate delivers, wasteland islands and treasure. The organization also enhanced its assortment of facial expressions, adding beards, eye spots and lip stick in addition to the normal two sight and smile. Some more aged Lego debt collectors resented these changes, finding the more straightforward faces of earlier units.

As Lego expanded right into a huge international corporation, it had to find ways to satisfy the demands of its big name purchasers like Aim for, Wal-Mart and Toys ‘R’ Us, which will demanded larger selections and faster shipment times. Maintain with these demands, the company started to reduce total production moment for new products by causing more consumption of computerized assemblage systems.