The company started to expand in to new frontiers of the model industry. In 1971 LEGO began to target ladies with the adding of furnishings and dollhouses; in 1974 this introduced it is first our figures, referred to as Minifigures; in addition to 1979 that expanded into space with sets displaying astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series debuted that same year, a line of charms elements aimed toward young girls. This era also observed the creation of a control structure, with Godtfred Kirk Christiansen’s child Kjeld Kirk Kristiansen signing up for the bureaucratic staff and working to modernize the company’s manufacturing strategies.

The 1970s also saw the introduction of a method that allowed customers to select certain stones they planned to purchase and make their own designs, rather than buy pre-made packages; this was popular with adults, as well as children. In the same decade, Profano branched out into middle ages territory when using the Castle motif, and in 1980 the company added their first teach sets to its lineup.

In 1989 Lego created the my website Pirate look, and with it a number of pirate delivers, wilderness islands and treasure. The company also expanded its variety of facial movement, adding beards, eye patches and lip stick in addition to the typical two eye and laugh. Some older Lego collectors resented these types of changes, choosing the more basic faces of earlier units.

As Lego expanded in a huge multinational corporation, completely to find ways in order to meet the demands of the big name customers like Aim for, Wal-Mart and Toys ‘R’ Us, which in turn demanded larger selections and faster delivery times. To keep up with these requirements, the company started to reduce total production moment for new products by looking into making more utilization of computerized assembly systems.