The company started to expand in new frontiers of the doll industry. In 1971 LEGO begun to target females with the intro of furnishings and dollhouses; in 1974 that introduced the first human figures, named Minifigures; in addition to 1979 it expanded in space with sets highlighting astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series debuted that same year, a line of earrings elements marketed to young girls. This period also found the creation of a control structure, with Godtfred Kirk Christiansen’s son and daughter Kjeld Kirk Kristiansen connecting to the bureaucratic staff and working to modernize the company’s manufacturing methods.

The 1970s also noticed the introduction of something that allowed customers to choose certain bricks they wished to purchase and create their own products, rather than get pre-made solutions; this was popular with adults, as well as kids. In the same decade, Profano branched away into middle ages territory considering the Castle idea, and in 1980 the company added its first coach sets to its selection.

In 1989 Lego presented the Pirate idea, and with it many pirate boats, wasteland islands and treasure. The organization also enhanced its variety of facial expression, adding beards, eye pads and lipstick in addition to the typical two eyes and smile. Some mature Lego lovers resented these changes, finding the more simple faces of earlier versions.

As Seglar expanded into a huge international corporation, completely to find ways to satisfy the needs of its big name potential buyers like Target, Wal-Mart and Toys ‘R’ Us, which demanded bigger selections and faster transport times. To maintain important link with these needs, the company began to reduce total production time for new products by making more make use of computerized assemblage systems.