Playboy is constant to expand its lifestyle offerings with its first sex device and product line called Playboy Pleasure. 

Over the past several years Playboy has leveraged its history as a “sex positive” brand to expand into a life-style company with denim, sleepwear and lingerie lines and a retail store in Los Angeles, with plans for further product expansion in 2023. 

“Today’s Playboy is a life-style brand, and at Playboy’s core is the pursuit of freedom and discovery. Certainly one of our business priorities is to grow our consumer products division, specifically owned-and-operated and Playboy designed products,” said Ashley Kechter, Plby Group president of worldwide consumer products. 

The brand is returning to its roots with a 34-piece sexual wellness line, during which each product is playfully embellished with the brand’s iconic rabbit head logo. Playboy is cheekily launching this line, which incorporates products similar to vibrators and butt plugs, just ahead of the beginning of the 12 months of the Rabbit within the Chinese Lunar Latest 12 months. 

“When people see the long-lasting rabbit head logo, which is featured across the Playboy Pleasure line, they’ve an emotional connection to our playful, pleasure-filled brand,” Kechter said. 

The extensive line took six months to develop and was designed with all genders in mind. 

“We desired to ensure there was something for everybody. The product packaging, designs and colours were chosen to ask all adults to play and explore — no matter race, size, gender identity and sexual orientation,” Kechter explained. 

The road’s playful colours and design reflects a consumer shift for the brand, because it goals to attach with younger audiences. 

“Playboy’s audience has modified dramatically since we ceased publication of the magazine nearly three years ago, and our primary consumer products customer is under 34. Gen Z and young Millennials gravitate to our brand because we stand for social issues relating to non-public freedoms and inclusion,” said Kechter.

To create the road, Playboy partnered with sexual wellness brand Lovers, which is owned by the Plby Group. The road shall be available exclusively at Lovers retail stores and on LoversStores.com. 

As a public company, the brand declined to share expected first-year sales projections for the Playboy Pleasure line, though revenue grew 9 percent year-over-year within the third quarter, to $63.6 million, in response to Playboy’s 2022 third-quarter financial report.