The company started to expand into new frontiers of the model industry. In 1971 LEGO started to target girls with the intro of furniture pieces and dollhouses; in 1974 that introduced its first individual figures, referred to as Minifigures; and in 1979 that expanded in to space with sets showcasing astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series first showed that same year, a line of jewelry elements aimed toward young girls. This era also noticed the creation of a operations structure, with Godtfred Kirk Christiansen’s seran Kjeld Kirk Kristiansen subscribing the bureaucratic staff and working to modernize the company’s manufacturing methods.

The 1971s also saw the introduction of something that allowed customers to choose certain stones they desired to purchase and create their own products, rather than acquire pre-made equipment; this is popular with adults, as well as children. In the same decade, Profano branched out into middle ages territory together with the Castle template, and in 1980 the company added their first coach sets to its selection.

In 1989 Lego presented the Pirate idea, and with it numerous pirate boats, desert islands and treasure. This company also widened its assortment of facial expression, adding beards, eye pads and lip stick in addition to the typical two eye and laugh. Some older Lego debt collectors resented these kinds of changes, preferring the more simple faces of earlier products.

As Seglar expanded to a huge multinational corporation, completely to find ways to satisfy the requirements of their big name customers like Focus on, Wal-Mart and Toys ‘R’ Us, which will demanded bigger selections and faster shipment times. To keep up with these needs, the company began to reduce total production moment for new products by looking into making more consumption of computerized assemblage systems.

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