The company began to expand into new frontiers of the plaything industry. In 1971 LEGO began to target women with the opening of furniture pieces and dollhouses; in 1974 that introduced the first man figures, called Minifigures; and 1979 that expanded into space with sets featuring astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series debuted that same year, a line of charms elements marketed to young girls. This period also observed the creation of a managing structure, with Godtfred Kirk Christiansen’s youngster Kjeld Kirk Kristiansen getting started with the bureaucratic staff and working to modernize the company’s manufacturing strategies.

The 1972s also saw the introduction of a method that allowed customers to pick certain stones they desired to purchase and build their own units, rather than get pre-made kits; this was popular with adults, as well as children. In the same decade, Seglar branched away into ancient territory when using the Castle template, and in 1980 the company added their first train sets to its selection.

In 1989 Lego brought in the Pirate theme, and with it numerous types of pirate delivers, wilderness islands and treasure. The organization also extended its assortment of facial movement, adding beards, eye outages and lipstick in addition to the common two eyes and laugh. Some older Lego collectors resented these types of changes, selecting the more basic faces of earlier designs.

As Lego expanded right into a huge multinational corporation, it had to find ways to meet the demands of its big name customers like Concentrate on, Wal-Mart and Toys ‘R’ Us, which usually demanded greater selections and faster delivery times. To keep up with these demands, the company did start to reduce total production time for new products by causing more using of computerized assemblage systems.