Playboy Resumes Its Comeback with New Contests and TV Series

The renowned men’s magazine, which re-entered print with a single annual issue earlier this year, is expanding its revival efforts through a revamped Playmate competition and an upcoming television series.

The new “The Great Playmate Search” will be conducted online, departing from the original “Playmate Hunt” of 1978 that involved mail-in votes from fans. After initial public voting, a panel of former Playboy models—including Shanna Moakler, Summer Altice, Brandee Roderick, Daphnee Duplaix, and 2025’s Playmate of the Year Gillian Nation—will serve as judges for the final selection.

Additionally, the brand is developing a behind-the-scenes TV series that will document the casting process, similar in concept to shows like Netflix’s “America’s Sweethearts: Dallas Cowboys Cheerleaders,” which follows women auditioning to join the NFL cheerleading squad.

Playboy, established in 1953, gained fame for its provocative photos and literary contributions by authors such as Ray Bradbury and Margaret Atwood. The company also operated Playboy Clubs from the 1960s to the 1980s, featuring waitresses dressed as bunnies. The brand experienced notable success on TV with “The Girls Next Door,” which showcased life at Hugh Hefner’s Playboy Mansion.

However, Playboy faced setbacks over the years, including competition from magazines like Maxim, the advent of free internet pornography, and shifting social attitudes. Despite these challenges, the magazine returned with an annual edition after ceasing print in 2020 and laying off staff shortly thereafter.

Founded by Hugh Hefner, who passed away in 2017, Playboy was purchased by PLBY Group, Inc., which went public in 2021. Notably, Hefner’s son, Cooper, offered to buy the company in 2024 with a bid exceeding $100 million, but the board rejected the offer.