I think before then there was a sort of unofficial DS. I've heard of an old lady who was employed in the UK to deal with requests for spare parts.
After reading this I suddenly conjured up an image in my head of an old Grey haired lady Knitting in a chair waiting for the phone to ring. I'm sure there would of been some sort of system to deal with requests for extra parts before DS was officially launched here in the UK.
LOL that sounds so like Playmobil. My impression is there's only two or three ladies there even now to deal with the orders, though they are always very helpful and friendly som maybe it's just ensuring the personal touch.