The company started to expand in to new frontiers of the toy industry. In 1971 LEGO began to target ladies with the launch of furnishings and dollhouses; in 1974 that introduced its first our figures, called Minifigures; and 1979 this expanded in to space with sets presenting astronaut minifigures, rockets, lunar rovers and spaceships. The Successione series first showed that same year, a line of jewelry elements directed at young girls. This period also saw the creation of a management structure, with Godtfred Kirk Christiansen’s young man Kjeld Kirk Kristiansen connecting to the bureaucratic staff and working to modernize the company’s manufacturing methods.

The 1970s also saw the introduction of a system that allowed customers to pick certain stones they planned to purchase and create their own products, rather than buy pre-made equipment; it was popular with adults, as well as kids. In the same decade, Seglar branched out into ancient territory together with the Castle subject, and in 80 the company added the first educate sets to its lineup.

In 1989 Lego brought in the Pirate look, and with it many pirate delivers, wasteland islands and treasure. The organization also broadened its variety of facial expression, adding beards, eye updates and lipstick in addition to the normal two eye and smile. Some more mature Lego debt collectors resented these kinds of changes, selecting the more straightforward faces of earlier versions.

As Lego expanded in a huge multinational corporation, it had to find ways in order to meet the needs of its big name potential buyers like Goal, Wal-Mart and Toys ‘R’ Us, which usually demanded bigger selections and faster shipment times. To maintain with these demands, the company began to reduce total production coming back new products by making more utilization of computerized assembly systems.

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