Hefner Says Playboy’s Future Is in Licensing, Handelsblatt Says

Hugh Hefner said the future of Playboy Enterprises Inc. (PLA) will be in licensing the brand and in partnerships, according to an interview in Handelsblatt.

Hefner said he wants to increase revenue from licensing to clubs and casinos, for perfumes and movies, the newspaper said, citing Hefner. He also plans to market his own wedding to Crystal Harris and to target emerging markets like China, according to the newspaper.

Hefner said that de-listing the company has provided more flexibility and “more opportunities to bring a partner on board,” without going into detail, Handelsblatt said.

Playboy Magazine is the “heart of the company,” and will stay “for some time,” the newspaper quoted Hefner as saying.

To contact the reporter on this story: Ragnhild Kjetland in Frankfurt at rkjetland@bloomberg.net

To contact the editor responsible for this story: Kenneth Wong in Berlin at kwong11@bloomberg.net

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