PLBY Group, Inc. announced today, Aug. 9, the return of Playboy’s iconic print magazine, is set to relaunch as an annual publication beginning February 2025. As a former Bunny and Playmate, this news makes my cottontail tingle. I couldn’t be happier and I know all the fans and fellow Bunny/Playmates will be too.
I’ve loved every minute of my long association with Playboy that continues to this day. I was miserable to see the magazine go away and, even though they tried to keep a vibrant presence online, it never came close enough to the original concept for me.
The decision to revive the magazine, which ceased production in March 2020 after 66 years, comes as the company aims to reestablish its presence in the ever-evolving media landscape. The inaugural issue of the revived publication will coincide with Big Game Weekend and Super Bowl LIX, scheduled for February 9, 2025, at Caesars Superdome in New Orleans, Louisiana.
Playboy’s print magazine originally debuted in December 1953 and quickly became a cultural phenomenon, but with the advent of the internet in the 1990s, there were new challenges. As explicit content became readily available online, Playboy’s relevance began to wane. In 2016, the magazine made headlines by removing nudity from its pages, only to reverse the decision the following year.
Taking the reins of the revamped publication is media veteran Mark Healy, known for his senior roles at GQ, Rolling Stone, and Men’s Journal. Under his leadership, the magazine will feature original content focused on the creator economy, partnering with prominent creators to highlight their unique perspectives and interests. This approach suggests a shift towards appealing to a younger, more affluent audience.
In addition to the magazine's revival, Playboy is relaunching its Playmate franchise with a global search for the 2024 and 2025 Playmate of the Year. A newly designed website at Playboy.com has also been unveiled as part of the brand's revitalization efforts.
The company’s latest financial report revealed a significant year-over-year revenue decline of $10.2 million, with second-quarter earnings dropping from $35.1 million in 2022 to $24.9 million in 2023. Furthermore, the brand has faced scrutiny following the release of the 2022 "Secrets of Playboy" docuseries, which raised concerns about the culture at the Playboy Mansion, though some former Playmates (like me!) continue to defend Hefner’s legacy. ( See my rebuttal here )
As Playboy gears up for its print magazine's return, the brand is also hosting a Playmate and Bunny Open Casting Call. I participated in one of these casting calls years ago and it was exciting to see all the applicants. My advice is to be yourself and bring a personality. It’s a given that you’re attractive or else you wouldn’t be auditioning, but some secret weapons you can utilize are a sense of humor, common sense and a congenial personality.
Aspiring Playmates and Bunnies can apply online, attend a casting call in a nearby city, and submit unfiltered, unretouched photos as part of their application. While these photos should remain natural, those selected for the magazine may undergo further retouching. For now, the emphasis is on seeing applicants in their most authentic, fully clothed form.
Kudos and best of luck to Mark Healey and Playboy! This is such great news! I hope they succeed this time around. And, if they need a consultant, they know where to find me. Hef must be smiling from ear to ear!
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