The Playboy brand became a publicly traded company in 2020, three years after the founder, Hugh Hefner, died of sepsis from an E. Coli infection. The late magazine publisher’s son, Cooper Hefner, has now revealed his intention to buy back Playboy to continue its enduring legacy.
Existing for the past 70 years, the brand has celebrated art, glamor, and sexuality in the most daring ways, and created the opportunity for conversation on social issues. All of this emerged from Hugh’s desire to create a lifestyle magazine for single men in the ‘50s.
Cooper Hefner is bidding millions of dollars to buy back ‘Playboy’
Cooper is reportedly bidding $100 million to regain ownership of Playboy from its parent company PLBY Group. As much as the 33-year-old is looking to restore the brand’s legacy, he also wants to redefine it to fit the new generation. What started as just a magazine became an avenue for expression and challenging norms, and Cooper wants to bring that back.
Amid the positives being highlighted, Playboy also had its dark side of controversy. Former Playmate and Hugh’s ex-lover Holly Madison and his widow Crystal Hefner have come forward to accuse Hugh of sexual, verbal, and emotional abuse. Holly claimed he was controlling, while Crystal maintained a neutral stance but admitted to his narcissistic tendencies.
‘Playboy’ then and now
A statement addressing the accusations against Hugh and Playboy noted that the brand is different from back in the day. The PLBY group promised a print comeback in February 2025, and Cooper is making this business move at a crucial time. He seeks to rebuild the company’s image while he hopes for a positive outcome in the coming months.
Hugh started the magazine as a 27-year-old with $600, and $8,000 from investors and his mother’s support in 1953. At launch, he sold 50,000 copies of the debut issue featuring Marilyn Monroe in her birthday suit. The brand soon grew to distributing millions of prints per month and having exclusive clubs in Los Angeles.