Playboy Was Once Valued at $2 Billion. Now Hugh Hefner's Son Has a Plan to Buy It Back for a Fraction of That.

Cooper Hefner, the 33-year-old youngest boy of Playboy laminitis Hugh Hefner, wants to bargain his dad's marque back.

This week, he and a group of investors submitted a $100 cardinal bid to bargain it from Playboy Group, according to a study successful the Wall Street Journal.

The Playboy Group, whose assets besides see a social-media app and a lingerie manufacturer, was weighted astatine astir $53 cardinal arsenic of Friday. In 2021, its marketplace worth was much than $2 billion.

Related: 5 Unknown Facts About Hugh Hefner that Made Him a Successful Entrepreneur

"It's a awesome American institution and a awesome American brand, extracurricular of my individual relationship to it," Hefner, told WSJ, adding that he feels it "has been managed to a authorities of perchance nonexistence."

Hefner is utilizing his ain money and different investors see a hedge money and 1 of Playboy's erstwhile licensing partners. Hefner would tally the caller Playboy and go its CEO.

This wouldn't beryllium the first clip down the instrumentality of the bunny-eared brand. Hefner served arsenic Playboy's main imaginative serviceman for 3 years, until 2019. What would beryllium different this clip around? Hefner told WSJ that he has his oculus connected caller licensing opportunities and media for illustration documentaries that he believes will bring successful important revenue.

The cardinal to success, he says, is looking guardant without forgetting the brand's legacy. "You could person each the money successful the world and it would beryllium difficult to build the type of marque nickname that Playboy has," he said.

Related: What Disney and Playboy Can Teach You About Branding