Hugh Hefner's 23-Year-Old Son Has A Plan To Redefine The Playmate

More than 60 years after it was founded by Hugh Hefner, Playboy is working hard to remain successful and relevant by focusing on a key demographic: millennials. One key to this strategy is $4, the 23-year-old son of the company's founder.

Playboy Enterprises CEO $4 tapped Cooper to act as a brand ambassador for the company in the United States and abroad. We talked to Flanders and Hefner, both of whom pointed to one key aspect of the aforementioned shift: a re-examination of what a Playboy Playmate should look like.

Produced by $4. Additional camera by $4.

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