The company began to expand in new frontiers of the toy industry. Four decades ago LEGO started to target females with the opening of furnishings and dollhouses; in 1974 that introduced it is first real human figures, referred to as Minifigures; and 1979 this expanded in to space with sets having 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 saw the creation of a supervision structure, with Godtfred Kirk Christiansen’s young man Kjeld Kirk Kristiansen enrolling in the managerial staff and working to modernize the company’s manufacturing methods.

The 1971s also observed the introduction of a process that allowed customers to choose certain stones they wished to purchase and make their own styles, rather than get pre-made kits; this is popular with adults, as well as children. In the same decade, Seglar branched away into middle ages territory while using the Castle motif, and in 80 the company added the first coach sets to its selection.

In 1989 Lego introduced the Pirate look, and with it many pirate boats, wasteland islands and treasure. The corporation also enhanced its assortment of facial movement, adding beards, eye downtimes and lip stick in addition to the common two eye and laugh. Some mature Lego collectors resented these kinds of changes, preferring the more basic faces of earlier units.

As Lego expanded to a huge multinational corporation, completely to find ways to meet up with the needs of its big name customers like Focus on, Wal-Mart and Toys ‘R’ Us, which usually demanded greater selections and faster shipment times. Maintain with these demands, the company did start to reduce total production coming back new products by causing more using of computerized assemblage systems.