The company started to expand in to new frontiers of the doll industry. In 1971 LEGO started to target young women with the adding of furnishings and dollhouses; in 1974 this introduced its first individual figures, referred to as Minifigures; and 1979 this expanded in to space with sets offering astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series first showed that same year, a line of jewelry elements marketed to young girls. This era also found the creation of a supervision structure, with Godtfred Kirk Christiansen’s seran Kjeld Kirk Kristiansen subscribing to the bureaucratic staff and working to modernize the company’s manufacturing methods.
The 1970s also found the introduction of something that allowed customers to pick certain stones they desired to purchase and create their own types, rather than get pre-made solutions; this was popular with adults, as well as kids. In the same decade, Seglar branched away into ancient territory with the Castle topic, and in 80 the company added their first educate sets to its lineup.
In 1989 Lego brought in the Pirate theme, and with it lots of pirate delivers, click for more wasteland islands and treasure. The company also widened its variety of facial expressions, adding beards, eye patches and lip stick in addition to the normal two eye and smile. Some old Lego hobbyists resented these changes, choosing the more simple faces of earlier products.
As Profano expanded right into a huge multinational corporation, it had to find ways to meet up with the needs of the big name buyers like Concentrate on, Wal-Mart and Toys ‘R’ Us, which in turn demanded bigger selections and faster shipment times. Maintain with these demands, the company started to reduce total production time for new products by making more usage of computerized set up systems.