Promoting the Playboy Image

Licensed products tap into the longstanding appeal—and allure—of Playboy

Playboy isn’t just for adults—in recent years the media giant has expanded its branded product offerings through a stable of licensees to include apparel, swimwear, lingerie, accessories, footwear, jewelry, home linens and even mints. The company’s sporty-but-still-sexy apparel line, which is produced by Los Angeles’ California Sunshine, has roused interest from a younger age group, particularly juniors and young men. This week, the company is preparing to launch a leather sportswear collection by Los Angeles-based J.H. Designs at MAGIC International.

California Apparel News manufacturing editor Claudia Figueroa recently caught up with Alex Vaickus, Playboy’s president of product licensing and senior vice president, to discuss the company’s current licensing strategies and its plans for the future.

How long has Playboy been licensing its name to vendors?

We have been licensing the Playboy brand in consumer products since the early ’60s. Several years ago, after taking a strategic decision to rest our consumer products program, we exited the U.S. market. We re-entered roughly three years ago with a more hip and stronger positioning.

Currently we have approximately 85 active licensees/sub-licensees globally not including our international editions, TV channels and videos.

Playboy could potentially become a household name with its wide selection of product offerings. Has that always been a goal for the company?

By purchasing a Playboy product, consumers are, in a way, getting a chance to experience the Playboy lifestyle. Our products allow everyone to experience the Playboy brand because we have something for everyone. Playboy products are marketed to a psychographics and not a demographic.

Did Playboy founder Hugh Hefner envision this type of brand image for his company when he initially launched the publication?

I cannot speak for Hef but imagine that he has always envisioned a brand image where Playboy is a leading lifestyle and entertainment force, a brand that is relevant, fun, stylish and sexy. Our products, like everything we do, reflect his philosophy and the essence of Playboy.

When most people think of Playboy they think of sexy women. How does the company incorporate that sexy attitude in its products, especially apparel?

All of our consumer products take inspiration from the Playboy lifestyle, which is inherently sexy. Our graphics and designs also tap into Playboy’s heritage and vast archival imagery—by utilizing Playboy iconography such as the Playboy Rabbit Head, the product immediately projects an image that is fun and stylish, of course with our trademark Playboy sexy attitude.

There were people who protested the opening of publisher Larry Flynt’s Hustler stores because of their adult themes. What has the response been from consumers to Playboy products?

The response from consumers globally has exceeded our expectations. In fact, we have recently opened a stand-alone boutique in Tokyo and are looking to roll out our distribution points to keep up with the demand for our products.

What are some of the other product categories the company might tap into in the near future?

The great thing about the Playboy lifestyle is that it can translate into so many consumer products that make sense and that fit the brand. We are looking at expanding our presence in the entertainment category and certainly looking at home furnishings and perhaps fragrance.

Playmates Nicole Narain (January 2000) and Suzanne Stokes (February 2000) will be signing autographs Aug. 26–28 from 10 a.m. to 5:30 p.m. at Playboy booth #YM20664 at MAGIC International.