Playboy 'to go gay'

2006-04-03 16:36

London - Playboy, the US-based adult publisher and broadcaster, is considering using Britain as a testing ground for moving into the gay market for the first time, The Times newspaper said on Monday.

Playboy wants to launch a new gay brand to boost revenues, the daily said.

Chief-executive Christine Hefner told The Times: "We've extended the Playboy brand to women, and where there is a meaningful gay market, launching under a different brand is something we are very comfortable doing.

"In the UK, our television people are very interested, and I wouldn't be surprised if we launched something this year, given the importance of the market in Britain."

The Playboy group is planning to tap into the gay market as part of a strategy to diversify its interests away from the company's magazine, which is only just profitable despite a three-million-strong circulation.

It has already launched a range of clothing and accessories, mostly for women, and is planning to supply adult video clips to mobile phones.

According to The Business weekly newspaper, Playboy could also launch a chain of shops across Europe this year. The group already has boutiques in Tokyo, Melbourne and Las Vegas in Nevada.

Playboy products are also sold in stores in Europe such as Selfridges in London and Collette in Paris.

- AFP