Playboy is staging a comeback, and it's bringing one of its most iconic traditions with it.
After reentering the print world earlier this year with a single annual issue, the legendary men's magazine is now reviving its famed Playmate competition with a modern twist. Titled The Great Playmate Search, the new contest will be online and is part of a broader relaunch that also includes a TV series currently in development, sources tell Page Six.
Unlike the original 1978 “Playmate Hunt,” which relied on fan votes sent in by mail, the revamped version promises a digital-first experience. This voting is aimed at a new generation of Playboy fans in the modern age.
The public will vote first. Then, former Playboy models Shanna Moakler, Summer Altice, Brandee Roderick, Daphne Duplaiz and Gillian Nation will judge the final round of competition.
Page Six reports that Playboy is also looking to chronicle the process of picking the Playmate of the Month via a TV series. The iconic brand previously had television success with the reality series The Girls Next Door, which aired from 2005 through 2010.
Playboy first hit newsstands in December 1953. It quickly became famous for blending lifestyle, interviews, and, of course, its iconic centerfolds.
The magazine celebrated sexuality at a time when talking about sex was taboo in mainstream culture. Plus, Playboy mixed provocative content with serious journalism and interviews. This combination made it both wildly popular and a lightning rod for critics.
Just after the magazine’s debut, Hugh Hefner founded the Playboy Club to expand the Playboy brand beyond the magazine. The first club opened in Chicago in 1960.
The magazine continued to attract attention by featuring notable celebrities on its covers including Marilyn Monroe, Pamela Anderson, Drew Barrymore, Kim Kardashian, Madonna, Lindsay Lohan, Sharon Stone, Carmen Electra, Anna Nicole Smith, Farrah Fawcett, and Jenny McCarthy.
Playboy ended its regular print run in March 2020, with the Spring 2020 issue marking the final scheduled edition. The move came amid pandemic-related challenges and a shift in how audiences consume media.