The acquisition is part of the brand's diversification of its content and commerce offerings.
Playboy, which ceased printing its magazine in 2020 due to financial woes, is relaunching as a digital-first operation. The new platform, which isn't officially launching until later this year, will allow users to access the brand's 'creator platform' - an 'elevated, safe, and exclusive' alternative to OnlyFans. The platform will feature content from 'creators' in addition to the magazine's digital covers. The first digital cover girl is Amanda Cerny, a comedian and model who became a Playmate in 2011. Unlike OnlyFans, which permits creators to share hardcore pornography, Playboy is more focused on nudity and photography, much like the classic style of the magazine. Megan Marx, a former Australian Bachelor star, recently became one of the top creators on the site and was named the 'Centerfold of the Day.' The company's Chief Brand Officer Rachel Webber said the platform is the Playboy magazine for the 21st century and will empower the creative community to interact with and monetize their fanbases directly. In addition to the new content facet of the brand, Playboy recently acquired Australian lingerie giant Honey Birdette as part of its diversification of content and commerce offerings.