Playboy's Hefner to Focus on Brand Licensing, Report Says

CHICAGO — Hugh Hefner said Playboy’s future growth will rely on licensing the brand and in partnerships.

Hefner told German newspaper Handelsblatt that he plans on increasing revenue from licensing to clubs and casinos for perfumes and movies. He also said the company will target emerging markets like China. 

Hefner, who in March succeeded in taking Playboy private, said the move has afforded more flexibility and “more opportunities to bring a partner on board.”

“I believe this new ownership structure will allow us to further capitalize on the unique and global appeal of the Playboy brand, and I look forward to our future success," Hefner said when the company went private.

Hefner, who is editor-in-chief and chief creative officer of Playboy, said that Playboy Magazine is the “heart of the company” and will “stay for some time.”