The company began to expand into new frontiers of the gadget industry. Four decades ago LEGO began to target women with the introduction of furniture pieces and dollhouses; in 1974 this introduced their first people figures, named Minifigures; and in 1979 that expanded in to space with sets offering astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series first showed that same year, a line of charms elements directed at young girls. This era also observed the creation of a administration 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 1971s also noticed the introduction of a system that allowed customers to decide on certain stones they wished to purchase and create their own models, rather than acquire pre-made equipment; this is popular with adults, as well as children. In the same decade, Seglar branched away into medieval territory when using the Castle template, and in 1980 the company added their first teach sets to its lineup.

In 1989 Lego announced the Pirate motif, and with it a multitude of pirate delivers, wasteland islands and treasure. The business also widened its assortment of facial expression, adding beards, eye pads and lip stick in addition to the normal two eye and laugh. Some old Lego hobbyists resented these kinds of changes, finding the more basic faces of earlier units.

As Seglar expanded in a huge international corporation, it had to find ways to fulfill the requirements of the big name purchasers like Aim for, Wal-Mart and Toys ‘R’ Us, which will demanded bigger selections and faster delivery times. To maintain with these requirements, the company started to reduce total production time for new products by causing more usage of computerized set up systems.