The company began to expand into new frontiers of the doll industry. In 1971 LEGO began to target females with the advantages of furnishings and dollhouses; in 1974 that introduced its first real human figures, referred to as Minifigures; in addition to 1979 it expanded into space with sets presenting astronaut minifigures, rockets, lunar rovers and spaceships. The Scala series debuted that same year, a line of rings elements aimed toward young girls. This era also saw the creation of a supervision structure, with Godtfred Kirk Christiansen’s boy Kjeld Kirk Kristiansen becoming a member of the bureaucratic staff and working to modernize the company’s manufacturing methods.
The 1970s also found the introduction of a process that allowed customers to pick certain stones they wanted to purchase and build their own products, rather than acquire pre-made solutions; it was popular with adults, as well as children. In the same decade, Lego branched out into medieval territory with all the Castle template, and in 80 the company added their first train sets to its collection.
In 1989 Lego announced the Pirate theme, and with it a multitude of pirate boats, wilderness islands and treasure. The company also widened its array of facial expressions, adding beards, eye bits and lipstick in addition to the standard two eyes and laugh. Some old Lego lovers resented these kinds of changes, finding the more simple faces of earlier types.
As Profano expanded right into a huge multinational corporation, it had to find ways to satisfy the requires of its big name purchasers like Target, Wal-Mart and Toys ‘R’ Us, which in turn demanded greater selections and faster shipment times. Maintain view with these needs, the company began to reduce total production time for new products by looking into making more make use of computerized set up systems.
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