New edition of Playboy magazine to launch in South Africa

Online, October 8, 2010 (Newswire.com) - Playboy Enterprises, Inc. (PEI) (NYSE: PLA, PLAA) announced today it has signed a license agreement with Sciofon (Pty) Ltd. to launch PLAYBOY South Africa, the 28th edition of the world's leading men's monthly lifestyle magazine. This new edition of PLAYBOY magazine is expected to be on newsstands with an inaugural issue during the second quarter of 2011.

"We are thrilled to bring PLAYBOY to South Africa, and look forward to continuing the magazine's tradition of excellence with cutting-edge journalism and high-quality photography," said Johann Botha, head of Sciofon (Pty) Ltd. "We are confident that premium brands will welcome this new opportunity to align themselves with PLAYBOY to reach affluent, well-educated South African consumers."

"PLAYBOY South Africa will offer readers the engaging, thoughtful and provocative content that has made PLAYBOY magazine the gold standard for award-winning journalism," said Playboy's David Walker, senior vice president and publishing and editorial director, International Publishing. Markus Grindel, executive vice president and managing director of Playboy's International Print/Digital Group added, "We look forward to a successful partnership with Sciofon as we continue to expand the Playboy's brand to new, international markets."

Founded in 1953, PLAYBOY magazine is the best-selling monthly men's magazine in the world based on the combined circulation of its U.S. and international editions. The new South African edition joins 27 existing licensed international editions of PLAYBOY magazine, each locally produced and based on the tastes, trends and sensitivities of individual markets. Worldwide, more than 15 million people read PLAYBOY each month.

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About PLAYBOY Enterprises, Inc.
PLAYBOY is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes PLAYBOY magazine in the United States and abroad and creates content for distribution via television networks, websites, mobile platforms and radio. Through licensing agreements, the PLAYBOY brand appears on a wide range of consumer products in more than 150 countries as well as retail stores and entertainment venues.

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