Playboy Announces the Return of its Iconic Print Magazine and a Worldwide Playmate of the Year Search

Rhea-AI Summary

PLBY Group (NASDAQ: PLBY) has announced the return of the iconic Playboy magazine with an annual edition set for February 2025. This revival includes the relaunch of the Playmate franchise, featuring a worldwide search for the 2024 and 2025 Playmate of the Year and a new class of Playboy Bunnies. The company has also launched a redesigned Playboy.com website with exclusive content.

Mark Healy, a veteran content leader, has been appointed as Editor-in-Chief for the magazine's first print edition since 2020. The relaunch aims to revitalize the brand and expand the Playboy Club Creator Platform, embracing the creator economy and partnering with leading creators to produce dynamic content across various channels.

Positive

• Relaunch of iconic Playboy magazine after a hiatus, potentially increasing brand visibility and revenue
• Revival of Playmate franchise and Bunny search, which could attract new audiences and boost engagement
• Launch of redesigned Playboy.com with exclusive content, potentially increasing digital presence and revenue streams
• Appointment of experienced Editor-in-Chief Mark Healy, bringing industry expertise to the brand
• Expansion of content creation and distribution channels, including print, digital, social, and events

Negative

• Significant time gap since last print edition (2020), which may affect reader retention and market positioning
• Potential challenges in adapting to the current media landscape and changing consumer preferences
• Possible financial risks associated with relaunching print media in a predominantly digital era

Media Industry Analyst

The revival of Playboy's print magazine and Playmate franchise is a strategic move to leverage nostalgia and brand recognition. However, the long-term viability of this strategy is questionable in today's digital-first media landscape. The annual print edition may generate initial buzz but likely won't significantly impact PLBY Group's $200 million annual revenue.

The focus on creator partnerships and multi-channel content distribution aligns with current media trends. This approach could help Playboy tap into new revenue streams and attract a younger demographic. However, the success of this strategy will depend on the quality of content and the ability to navigate potential controversies surrounding the brand's legacy.

Investors should monitor key metrics like digital engagement, creator partnerships and e-commerce performance to gauge the effectiveness of this relaunch strategy.

Brand Strategist

Playboy's relaunch strategy is a calculated risk that aims to capitalize on the brand's iconic status while adapting to modern content consumption habits. The appointment of Mark Healy, with his experience in men's lifestyle publications, suggests a potential shift in editorial direction to broaden appeal.

The worldwide Playmate search and Bunny casting could generate significant media attention and user engagement. However, the challenge lies in balancing the brand's legacy with contemporary values of inclusivity and diversity.

The integration of e-commerce and social initiatives with creators is a smart move to monetize content and build a community. The success of this strategy will hinge on Playboy's ability to attract and retain top-tier creators in a competitive market.

Investors should watch for brand perception shifts, creator acquisition costs and engagement metrics across different platforms to assess the relaunch's impact.

Financial Analyst

The relaunch of Playboy's print magazine and associated initiatives represents a potential catalyst for PLBY Group's stock. However, the financial impact may be in the short term. The annual print edition is unlikely to generate substantial revenue given the decline in print advertising.

The focus on digital content and creator partnerships aligns with higher-margin revenue streams. If successful, this could improve the company's profitability. Investors should monitor the cost structure of these initiatives and their impact on operating margins.

The e-commerce integration could provide a new revenue channel, but its success will depend on effective execution and consumer adoption. Key financial metrics to watch include digital revenue growth, customer acquisition costs and average revenue per user.

While the relaunch may generate short-term excitement, long-term value creation will depend on Playboy's ability to monetize its brand across multiple channels consistently.

Planned Relaunch of Playboy Magazine, Playmate Franchise, Website, and Events Business Will Revitalize the Brand and Expand the Playboy Club Creator Platform

LOS ANGELES, Aug. 08, 2024 (GLOBE NEWSWIRE) -- PLBY Group, Inc. (NASDAQ: PLBY) (“PLBY Group” or the “Company”), a leading lifestyle company and owner of Playboy, today announced the return of the iconic Playboy magazine with an annual edition to be released in February 2025. In conjunction with the magazine, the revival of Playboy's legendary Playmate franchise will also make its comeback with a worldwide search for the 2024 and 2025 Playmate of the Year and a new class of Playboy Bunnies, who will represent the brand at exclusive events and experiences throughout the year. Additionally, the new Playboy.com website launched this week featuring an array of unique and exclusive content. The highly anticipated return of these Playboy franchises marks a new chapter in the brand’s storied legacy and celebrates 70 years of the Company’s flagship property.

The new Playboy magazine will feature everything that made the publication iconic: unforgettable photography, renowned features such as the Playboy Interview and Playboy Advisor, celebrity pictorials, and the Playmate Centerfold, which has been a central component of Playboy since its inception. The new Playmate initiative and Bunny casting will launch later this month online and will feature an eight-city search, kicking off next month in New York City and spanning from Los Angeles to Miami, culminating in the 2024 Playmate of the Year being unveiled in the new issue. The search will also look for the 2025 Playmate of the Year and Playmates to be featured online each month throughout next year.

Mark Healy has been appointed as the Editor-in-Chief for Playboy magazine's first print edition since 2020. Healy is a well-known content leader, journalist and editor who brings a wealth of experience in the media industry and held senior positions at the GQ, Rolling Stone, and Men’s Journal, where he was Editor-in-Chief. The magazine’s upcoming February 2025 print issue will be released at a launch event and celebration during the Big Game Weekend in New Orleans.

A newly redesigned Playboy.com serves as the home for all things Playboy, featuring fresh editorial in key verticals such as men’s lifestyle, sports, automotive, and travel, as well as a vast array of Playboy archives including the Playboy Interview, 20 Questions, and the Playboy Advisor. Original content will be produced with a keen focus on embracing the creator economy, partnering with some of the leading creators today to showcase their unique interests. Playboy has also activated e-commerce and social initiatives with these creators to produce dynamic, fresh content across all of our distribution channels.

“Playboy is the quintessential iconic brand, and it has always been more than a magazine – it is the original creator business that has launched hundreds of careers over the past seventy years,” said Ben Kohn, Chief Executive Officer of PLBY Group. “Our mission is to return Playboy to prominence, and our Playboy Club creators will be integral to that effort. We are partnering with them to develop content across all channels, including web, social, commerce, events and the print magazine. The decision to reintroduce Playboy magazine reflects the Company's commitment to adapting to the evolving media landscape while preserving the brand's rich heritage, including the high-quality journalism, compelling storytelling, and provocative content that has defined Playboy for decades.”

Playboy remains committed to its core values of freedom of expression, diversity, and inclusivity. Beyond the magazine, the brand is crafting an all-encompassing consumer experience that will leverage all available channels including print, digital, social, sponsorship, experiential events and more, all grounded in Playboy’s unapologetic legacy.

More details about Playboy’s February 2025 issue, the Playmate and Bunny search, and upcoming events will be released soon.

About PLBY Group, Inc.

PLBY Group, Inc. is a global pleasure and leisure company connecting consumers with products, content, and experiences that help them lead more fulfilling lives. PLBY Group’s flagship consumer brand, Playboy, is one of the most recognizable brands in the world with products and content available in approximately 180 countries. PLBY Group’s mission—to create a culture where all people can pursue pleasure—builds upon over 70 years of creating groundbreaking media and hospitality experiences and fighting for cultural progress rooted in the core values of equality, freedom of expression and the idea that pleasure is a fundamental human right. Learn more at www.plbygroup.com.

Contact:

Media: press@plbygroup.com
Investors: Matt Chesler, CFA – investors@plybygroup.com

FAQ

When will the new Playboy magazine be released?

The new annual edition of Playboy magazine is scheduled to be released in February 2025.

What is included in the Playboy relaunch announcement?

The relaunch includes the return of the Playboy magazine, revival of the Playmate franchise, a worldwide search for Playmate of the Year, launch of a redesigned Playboy.com website, and expansion of content creation across various channels.

Who is the new Editor-in-Chief for Playboy magazine?

Mark Healy has been appointed as the new Editor-in-Chief for Playboy magazine's first print edition since 2020.

How is PLBY Group (NASDAQ: PLBY) adapting to the current media landscape?

PLBY Group is adapting by embracing the creator economy, partnering with leading creators, and expanding content distribution across print, digital, social, and event channels while preserving the brand's heritage.

What new features will be available on the redesigned Playboy.com website?

The redesigned Playboy.com features fresh editorial content in key verticals such as men's lifestyle, sports, automotive, and travel, as well as access to Playboy archives and original content produced in partnership with creators.