Playboy magazine’s clip vs. magazine collection is worth a $400+ price tag, and the brand is expanding the collection with the acquisition of a second magazine, Playboy Enterprises, for a reported $400 million.
The move will allow the company to continue to build out its magazine inventory, including the highly coveted Playboy XM line of premium magazines.
“We have a lot of content and a lot to offer, so we are happy to be able to add another magazine to our portfolio,” Playboy founder Hugh Hefner told The Huffington Post in a statement.
The new magazine will also include a selection of original and vintage videos, photos, and more.
Playboy Enterprises also announced it will launch a new website and social media platform.
“The Playboy brand is strong, it has great content and great video, and it is important to us that we continue to invest in this brand,” Playboy Enterprises president/CEO, Paul Krasner, said in a press release.
“I am so excited to be here, to be a part of the Playboy brand and to expand the brand.”
As the brand expands, Playboy’s Playboy magazine will have more than 200 issues.
Playboy will also launch a standalone brand, Playboy Media, which will focus on video content, including videos for Playboy, Playboy magazine, and Playboy Playmate, among others.
“Playboy Media is our new home for our video content,” Krasners statement reads.
“Our new video content will be exclusive to Playboy, and we’ll have video content from Playboy Media’s archives that will be showcased on our site and through our social media channels.”
Playboy Enterprises is one of the most recognizable brands in the world, and its video content has earned it the title of “YouTube’s most trusted brand.”
According to Forbes, Playboy has earned more than $2 billion in advertising revenue since 2010.
Playgirl has seen a steady decline in its online revenue, but is expected to rebound this year, thanks to the introduction of its new online service, PlayboyPlay.com.