The company began to expand into new frontiers of the gadget industry. In 1971 LEGO started to target young girls with the introduction of furnishings and dollhouses; click for more in 1974 it introduced the first real human figures, named Minifigures; in addition to 1979 that expanded in space with sets offering astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series debuted that same year, a line of charms elements aimed toward young girls. This period also saw the creation of a operations structure, with Godtfred Kirk Christiansen’s child Kjeld Kirk Kristiansen signing up the bureaucratic staff and working to modernize the company’s manufacturing methods.

The 1971s also found the introduction of something that allowed customers to select certain stones they needed to purchase and build their own designs, rather than acquire pre-made systems; this is popular with adults, as well as kids. In the same decade, Seglar branched away into medieval territory with the Castle theme, and in 1980 the company added the first train sets to its selection.

In 1989 Lego introduced the Pirate look, and with it a number of pirate ships, wasteland islands and treasure. The corporation also broadened its variety of facial movement, adding beards, eye outages and lipstick in addition to the common two sight and smile. Some aged Lego debt collectors resented these types of changes, choosing the more straightforward faces of earlier types.

As Seglar expanded in a huge international corporation, completely to find ways to meet up with the demands of their big name customers like Focus on, Wal-Mart and Toys ‘R’ Us, which usually demanded greater selections and faster shipment times. To keep up with these demands, the company began to reduce total production moment for new products by looking into making more by using computerized assemblage systems.