Playboy – The Rise and Fall…and Rise Again Part 6 : A Full Pivot
A Full Pivot from Media to Brand Management
The Company quickly brought in new management outside the Hefner family. Fast forward to 2018, the year was dedicated to the shift of Playboy from a media business to a brand-management company. Ben Kohn, the new CEO, focused on expanding the license business and growing their direct-to-consumer business. By the end of 2019, Playboy had signed multiple partnerships, accelerated digital production, and sold hundreds of products online.
Playboy was willing to keep its billion-dollar legacy through its logo but was ready to change its outlook towards women by being a millennial-friendly magazine. As an example of how much things were changing, in the 2019 summer issue, This new Playboy magazine featured neither a model nor an actress. Instead, it was three activists! Finally, during the COVID pandemic in March 2020, the Company made the right decision to turn off its printing press and end its magazine circulation to focus on digital media.
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