The metaverse is where Playboy plans to construct a new mansion.

• The company intends to revive its brand in the digital realm by leveraging NFTs, digital subscriptions, and a new mansion in the metaverse.
• Thousands of NFTs featuring the iconic Playboy bunny logo have already been created by the company.
• It also has a platform called Centerfold that competes with OnlyFans.

The Playboy logo is being spread across the digital universe by the company.

The company has released thousands of NFTs featuring bunny avatars, established a digital social platform called Centerfold, and intends to construct a new Playboy Mansion in the metaverse.

While an A&E documentary highlights the unflattering past of the company, "Secrets of Playboy" is a 10-part series that features former employees, playmates, and past girlfriends of the company's founder, Hugh Hefner, alleging that Playboy had a dark side.

Before the series premiered in January, the company's leadership published an open letter on their website stating that the current version of Playboy is different from what Hugh Hefner's Playboy was.

The next big challenge for the legacy print magazine is to stage its digital reinvention for the next wave of internet innovation, known as Web3, which comes almost five years after Hefner’s death and two years since the last legacy print magazine hit the newsstands.

In a recent interview with CNBC, Playboy CEO Ben Kohn stated that while the magazine is a product of the company, it is the rabbit head that is truly worth billions and billions of dollars and cannot be replicated.

Kohn stated that the company's business model, which generates billions in consumer spending worldwide through licensed products sold overseas, is broken and requires changes.

The world-famous bowtie-wearing rabbit is the CEO's go-to solution for fixing problems.

"From a marketing and awareness perspective, this brand has 100% global recognition," he stated.

Kohn compared Playboy's brand awareness to other companies with globally recognized logos.

The company aims to utilize the inherent value of the digital world by leveraging it. For instance, a Playboy SEC filing from last year reveals that the company spent $12 million to acquire a Bombardier Global Express BD-700, which allowed Kohn to showcase the priceless bunny logo across the internet.

The Global Express, originally white, was transformed into a sleek all-black aircraft with bunny logos and the same tail number as the Big Bunny, flown by Hugh Hefner in the 1970s.

Unlike Hefner's plane, this luxury jet does not have scantily-clad Playboy bunnies or a waterbed. However, it does have a pop-up bar and digital disco balls. Kohn is looking beyond these features to the potential the powerful tail wind the Global Express could create for e-commerce, social influence, and marketing.

He stated that this approach allows us to cooperate with international influencers and celebrities in a joint effort.

In December, Cardi B was flown from New York to Art Basel in Miami on one of the plane's earliest flights. This coincided with the announcement of her new role as Playboy's creative director in residency and the launch of a new travel-themed line of apparel and accessories inspired by the relaunch of the Big Bunny jet.

The $950 cashmere blanket with the jet's tail number, N95OPB, printed across it and the $350 leather safari jacket that matches the distinctive leather upholstered walls in the jet's lavatory are exclusively sold online. Kohn views the $12 million jet as a flying billboard/retail store, and when influencers are on board, it becomes a megaphone for the brand on social media.

Cardi B's Instagram posts during her flight to Miami garnered almost 9 million views. Playboy aims to leverage the rapper's influence and her massive Instagram following to revive the brand and boost the success of its new venture, Centerfold, which promotes creative freedom, artistic expression, and sex positivity.

Playboy competes with OnlyFans, an online subscription platform known for featuring many creators who produce sexually explicit content, as users pay fees to subscribe to a creator's content and the creator splits that revenue with Playboy.

In October, Kohn brought together the brand with actress and model Pamela Anderson, who has been featured on 13 Playboy covers since 1989. Currently, she is assisting in promoting Playboy's first NFT drop.

The company has released 11,953 original digital artworks depicting cartoon-like bunny characters on OpenSea, an NFT marketplace. These Rabbitar NFTs grant exclusive offers, giveaways, and metaverse experiences. In the spring, Playboy plans to launch a merchandise drop featuring Rabbitar-themed items. Additionally, archival photos of David Bowie from 1976, a Playboy bunny on water skis from 1970, and a Playboy cover from April 1973 have been transformed into NFTs.

Kohn stated that our archive contains 10 million pieces of content that can be dropped as NFTs in the future.

The CEO intends to revive the Playboy Mansion, but in a digital format.

Kohn stated that he envisions the mansion returning first in the metaverse as a means to reach a global audience. It will be included in their membership plan. Additionally, he sees a future where they have physical mansions as well.

The metaverse mansion of Playboy has not yet been decided upon in Decentraland, one of the most popular virtual worlds.

In 2022, we will start with Playboy membership, and our members will enjoy numerous benefits. Our membership will be largely based on blockchain technology.

The release of the 10-hour-long "Secrets of Playboy" last month has forced Playboy to publicly acknowledge its past, prompting the company's leadership to take action. In an open letter before the series aired, the company voiced support for those who came forward to share their experiences in the world of Playboy.

We, as a brand that prioritizes sex positivity, emphasize the importance of safety, security, and accountability, and anything less is unacceptable, according to the letter.

Under Kohn's leadership, Playboy has made significant progress and now has 80% female employees, which he believes is a positive sign for the company's future direction.

A shift in consumer demographics was highlighted by him as a sign that Playboy is beginning a new chapter in its history.

He stated that the average age of the audience is 34 and over 50% of the sales are to women, which is a significant change from four years ago.