The company started to expand in new frontiers of the model industry. In 1971 LEGO did start to target young ladies with the launch of furnishings and dollhouses; in 1974 that introduced their first our figures, known as Minifigures; and 1979 that expanded into space with sets offering astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series debuted that same year, a line of charms elements marketed to young girls. This period also found the creation of a managing structure, with Godtfred Kirk Christiansen’s boy Kjeld Kirk Kristiansen joining the bureaucratic staff and working to modernize the company’s manufacturing strategies.

The 1972s also saw the introduction of a process that allowed customers to select certain stones they desired to purchase and build their own units, rather than buy pre-made packages; it was popular with adults, as well as children. In the same decade, Seglar branched away into ancient territory with all the Castle motif, and in 80 the company added it is first coach sets to its lineup.

In 1989 Lego brought in the Pirate template, and with it several pirate ships, wilderness islands and treasure. The company also enhanced its variety of facial expression, adding beards, eye nicotine patches and lipstick in addition to the normal two sight and smile. Some old Lego coin collectors resented these kinds of changes, choosing the more simple faces of earlier styles.

As Profano expanded to a huge multinational corporation, it had to find ways to meet up with the requires of the big name customers like Focus on, Wal-Mart and Toys ‘R’ Us, which in turn demanded larger selections and faster delivery times. Maintain with these needs, the company begun to reduce total production time for new products by looking into making more consumption of computerized assembly systems.