The company began to expand into new frontiers of the model industry. Four decades ago LEGO began to target young girls with the advantages of furniture pieces and dollhouses; in 1974 that introduced their first individuals figures, known as Minifigures; and in 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 rings elements marketed to young girls. This period also saw the creation of a supervision structure, with Godtfred Kirk Christiansen’s son and daughter Kjeld Kirk Kristiansen subscribing the bureaucratic staff and working to modernize the company’s manufacturing strategies.

The 1970s also saw the introduction of a system that allowed customers to choose certain stones they planned to purchase and make their own versions, rather than get pre-made guides; this is popular with adults, as well as kids. In the same decade, Profano branched out into old territory along with the Castle template, and in 80 the company added the first teach sets to its lineup.

In 1989 Lego announced the Pirate look, and with it a wide variety of pirate boats, desert islands and treasure. The company also widened its variety of facial movement, adding beards, eye pads and lipstick in addition to the typical two sight and smile. Some aged Lego enthusiasts resented these types of changes, finding the more simple faces of earlier versions.

As Profano expanded into a huge multinational corporation, completely to find ways in order to meet the demands of their big name potential buyers like Concentrate on, Wal-Mart and Toys ‘R’ Us, which in turn demanded greater selections and faster delivery times. To maintain with these requirements, the company begun to reduce total production coming back new products by looking into making more utilization of computerized assembly systems.