Hugh Hefner’s Son Offers Eye-Popping Amount of Cash for Playboy Brand

The son of Playboy scion Hugh Hefner is offering an eye-popping sum of cash to purchase his late father’s business. People reported that Cooper Hefner is offering a $100 million all-cash offer to purchase Playboy and “restore the brand back to its roots.”

"The opportunity to acquire Playboy is deeply personal for me,” Hefner told the outlet. “This brand is woven into my family’s legacy, and I’ve seen firsthand its cultural impact over the decades.”

Hefner continued: "Playboy represents more than just a business—it’s a platform for creativity, freedom of expression and storytelling. Professionally, I see immense potential to restore the brand to its roots while innovating for the future and unlocking significant untapped value for investors."

Hefner previously worked as chief of global partnerships for Playboy Enterprises before leaving in 2019 to begin Hefner Media Corporation. (He is still a managing partner at the Hefner Capital firm.) But he’s now doubled back to the family business, having recently felt compelled to carry on his family’s brand.

"In an era where heritage brands with modern relevance are in demand, I believe Playboy can once again lead conversations around lifestyle, entertainment, and individual freedom,” Hefner said. “Our main objective right now is to collaboratively work with the current stakeholders of the business and brand to identify an outcome that works for all."

Hugh Hefner died at age 91 on Sept. 27, 2017. At the time of his father’s death, Cooper said that his father “defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognizable and enduring in history. He will be greatly missed by many, including his wife Crystal, my sister Christie, and my brothers David and Marston, and all of us at Playboy Enterprises.”