Hugh Hefner‘s son, Cooper Hefner, wants to become the owner of his late father’s iconic brand, Playboy, with a cash offer of $100 million.

In a statement to Fox News Digital, Cooper, 33, said he wants to “bring back” the brand’s legacy. public company in 2020 – and “innovate and expand for new generations.”

“Playboy is more than a brand It’s an American staple that has been part of the fabric of our culture for more than 70 years,” Cooper told Fox News Digital. The company has always stood for freedom of expression, individuality and storied entertainment. Our family believed in creating something bigger than a magazine; “The company has evolved into a cultural movement, a way of life, and a platform for ideas that challenge norms and redefine what it means to live freely and unapologetically.”

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Hugh Hefner’s son Cooper wants ownership of his late father’s iconic Playboy brand. (Getty Images)

“I grew up witnessing Playboy’s impact on people’s lives—from inspiring the pursuit of play to sparking conversations about equality and civil rights to unabashedly celebrating art, humor, and human sexuality,” he continued. “This brand has been a beacon for change and now has the opportunity to be a beacon again.”

Cooper said the investment opportunity couldn’t be “clearer.”

“With the right leadership and vision, Playboy is poised for a resurgence,” he said. “We have identified the steps needed to not only restore its legacy, but to renew and expand it for new generations by leveraging emerging markets, cultural standards and platforms. We are committed to moving Playboy forward by blending its legacy with new relevance to create long-term value for all stakeholders.” “

“We look forward to working collaboratively with Playboy’s current parent company, PLBY Group, to define an outcome that works for all stakeholders – taking Playboy to new heights, honoring its legacy and shaping a bold future through experiences, entertainment and products.”

Cooper, pictured with Hugh and wife Crystal Hefner, says he’s looking forward to bringing back the legacy. (Getty Images)

In 1953, Hugh, then 27 and working at Esquire magazine in Chicago, used $600 of his own money and $8,000 from investors to launch what would become a cultural phenomenon and publishing revolution.

“My mother didn’t believe in the magazine, but she believed in her son,” said Hugh, whose mother contributed to the investment. He told FOX News At Playboy’s 50th anniversary party in New York City in 2003. “We’re putting out a very good magazine, and we were the first people to do that,” he said. “A magazine for single men started with Playboy, and the miracle to me is that it’s still alive and warm for young men and women, too.”

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The first issue of Playboy was published the same year and featured a nude centerfold photo of Marilyn Monroe, and the issue sold more than 50,000 copies. From there, Playboy quickly began to dominate popular culture as it built its empire with lavish parties at the famous Playboy Mansion, privileged access to celebrities, and, most of all, sexual freedom.

Hefner published the first issue of Playboy in 1953. (Getty Images)

At one point, the brand was distributing seven million magazines a month; this allowed Hugh to own and operate a number of exclusive Playboy clubs around Los Angeles.

“What I was trying to create was a magazine for the men at home, but I was going to specifically focus on single life, in other words, the period of being single before settling down. And that magazine, or the concept of the magazine, was a revelation.” Hugh said. NPR In 2017.

In the following years, Playboy would feature in-depth interviews with various public figures and jaw-dropping photographs of celebrities such as Madonna, Brooke Burke, Elle MacPherson, Sophia Loren, and Pamela Anderson.

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“You could say I owe my career to Hef,” Anderson told the crowd at his 50th anniversary party in 2003.

Hefner’s Playboy pushed the boundaries of sexual freedom. (Getty Images)

Simply put, the brand has become a disruptive force, reshaping ideas surrounding freedom of expression while pushing the boundaries of sexual freedom.

But Playboy and Hugh are behind the brand’s mega success. died in 2017 – has frequently faced waves of controversy, including allegations of harassment by ex-girlfriends and playmates.

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In 2016, former Playmate and Hugh’s girlfriend Holly Madison wrote: A memoir called “Down the Rabbit Hole” She claimed that she suffered years of verbal and emotional abuse during her stay at the Playboy Mansion. Later in 2021, she opened up about her “traumatic” first sexual encounter with Hugh on the podcast “Power: Hugh Hefner.” And sat in early 2022 A&E’s “Playboy Secrets” He claimed the mansion was “cult-like”.

“There was a lot of control,” Madison told Fox News Digital earlier this year. He lives in the Playboy Mansion. “They’re made to feel so insecure, they’re so humiliated. But… you don’t want to get fired and you don’t want to piss anyone off. I feel like humiliated people too. Going to parties at the mansion felt like they knew Hef… (but) they didn’t necessarily see that side.”

Photographed with ex-girlfriend Holly Madison, Hugh has faced many controversies throughout his career. (Denise Truscello/WireImage)

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Hugh’s widow, Crystal Hefner, who was married to the Playboy founder about five years before his death, also She claimed Hugh was “emotionally abusive”.

“Hef was a very complex person. He wasn’t all good and he wasn’t all bad. He wasn’t a predator,” she told Fox News Digital in January while promoting her memoir. “Only Say Good Things: Surviving Playboy and Finding Myself.” “But he was also narcissistic and misogynistic, and we have to be honest about that going forward.”

Although Playboy did not immediately respond to Fox News Digital’s request for comment on Crystal’s book at the time, a spokesperson released a statement at: It’s time for A&E’s 2022 docuseries.

Hugh and Crystal Hefner were married about five years before his death. (Getty Images)

“Today’s Playboy is not Hugh Hefner’s Playboy,” the statement said. “We trust and validate these women and their stories, and we strongly support the individuals who come forward to share their experiences. As a sex-positive brand at its core, we believe safety, security and accountability are paramount.”

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“The most important thing we can do right now is to actively listen and learn from their experiences,” the spokesperson added. “As a company, we will never be afraid to confront aspects of our heritage that do not reflect our values ​​today.”

“As an organization with a more than 80% female workforce, we are committed to our continued evolution as a company and leading positive change for our communities.”

Hefner died in 2017. (Getty Images)

In 2020, Playboy suspended and eventually discontinued production of the print edition due to problems during the coronavirus outbreak. it was one public company later the same year.

In 2021, PLBY Group announced plans to relaunch the magazine in February 2025.

“The new ‘Playboy’ magazine will feature everything that makes the publication iconic: unforgettable photography, signature features like the Playboy Interview and Playboy Consultant, celebrity shoots and the central component of ‘Playboy,’ the Playmate Centerfold.” “Since its founding,” the company said. Press release.

“Along with the magazine, a revival of Playboy’s legendary Playmate series will make its return with a global search for the 2024 and 2025 Playmate of the Year and a new class of Playboy Bunnies who will represent the brand at special events and experiences throughout the year.”

In 2020, Playboy suspended and eventually discontinued production of the print edition due to problems during the coronavirus outbreak. (HMH Foundation)

Cooper is now making the offer of a lifetime in what could be a “game-changing moment” for Playboy, branding experts say.

“Cooper’s attempt to repurchase the company is more than a financial transaction; it represents a crucial opportunity to reconcile the legacy with the future. As a publicly traded entity, Playboy has become more about revenue streams than its founder’s philosophy.” “If Cooper is successful, it will reinvigorate the spirit of the brand, reconnecting with the cultural narrative and aspirational lifestyle that Hugh Hefner championed,” Marvet Britto, global brand strategist/president and founder of The Britto Agency, told Fox News Digital. “It could be a game-changing moment.”

If Cooper’s offer is accepted, Britto said, Playboy has the potential to become “more than just a brand, but a cultural force once again.”

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“With the right strategy, it can overcome outdated perceptions and reclaim its place as a lifestyle brand that embodies sophistication, taste and bold expression,” he said. “This is an opportunity to return the Playboy identity to the forefront of global conversations, not as a relic of the past, but as an evolving symbol of personal expression and freedom, modern luxury, and provocative thought leadership. The future holds enormous promise, but only with intention, intentional engagement, with the brand’s is willing to evolve with originality and a fearless new vision.”

Laura Betterly, founder of Yada Yada Marketing, said Cooper needs to “embrace the modern consumer landscape” to see success.

“While her father’s vision was groundbreaking in the 1950s, today’s audiences value inclusivity, body positivity and authenticity,” Betterly told Fox News Digital. “Cooper must keep the essence of creativity and freedom of expression alive, but in a way that aligns with how people consume content through social media, streaming platforms and experiential brand interactions.”

“Also, merchandising remains a major strength,” he added. “The Playboy logo is iconic, and products in the fashion, sexual health and lifestyle categories are still in demand. If Cooper can combine this sales force with a solid digital strategy, he can build a modern legacy that both honors his father and appeals to young people.” generations.”

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Fox News Digital’s Stephanie Nolasco contributed to this report.