The company began to expand in to new frontiers of the gadget industry. In 1971 LEGO started to target girls with the adding of furniture pieces and dollhouses; in 1974 this introduced their first people figures, known as Minifigures; and in 1979 this expanded in to space with sets showcasing astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series debuted that same year, a line of rings elements directed at young girls. This period also noticed the creation of a operations structure, with Godtfred Kirk Christiansen’s daughter Kjeld Kirk Kristiansen getting started the managerial staff and working to modernize the company’s manufacturing methods.

The 1970s also noticed the introduction of something that allowed customers to select certain stones they planned to purchase and create their own designs, rather than get pre-made solutions; this was popular with adults, as well as children. In the same decade, Lego branched out into ancient territory considering the Castle template, and in 80 the company added its first coach sets to its lineup.

In 1989 Lego brought in the Pirate idea, and with it many pirate ships, wilderness islands and treasure. The business also extended its variety of facial movement, adding beards, eye outages and lipstick in addition to the regular two eye and laugh. Some aged Lego debt collectors resented these changes, choosing the more basic faces of earlier styles.

As Lego expanded to a huge multinational corporation, completely to find ways in order to meet the needs of the big name potential buyers like Goal, Wal-Mart and Toys ‘R’ Us, which in turn demanded larger selections and faster delivery times. To keep up with these needs, the company begun to reduce total production time for new products by causing more consumption of computerized assemblage systems.