The company started to expand in to new frontiers of the model industry. In 1971 LEGO did start to target young girls with the opening of furniture pieces and dollhouses; in 1974 this introduced it is first person figures, known as Minifigures; in addition to 1979 it expanded in space with sets having astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series first showed that same year, a line of charms elements marketed to young girls. This era also found the creation of a managing structure, with Godtfred Kirk Christiansen’s seran Kjeld Kirk Kristiansen subscribing to the bureaucratic staff and working to modernize the company’s manufacturing strategies.

The 1970s also noticed the introduction of a method that allowed customers to choose certain stones they wished to purchase and make their own products, rather than get pre-made sets; this was popular with adults, as well as children. In the same decade, Seglar branched away into ancient territory with the Castle subject, and in 80 the company added their first coach sets to its lineup.

In 1989 Lego created the lego company history production features Pirate theme, and with it lots of pirate delivers, wilderness islands and treasure. The corporation also enhanced its variety of facial expressions, adding beards, eye downtimes and lipstick in addition to the common two eye and laugh. Some old Lego enthusiasts resented these changes, finding the more straightforward faces of earlier types.

As Lego expanded in a huge multinational corporation, completely to find ways in order to meet the needs of its big name buyers like Goal, Wal-Mart and Toys ‘R’ Us, which demanded bigger selections and faster shipment times. To maintain with these demands, the company started to reduce total production time for new products by causing more using of computerized set up systems.