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WATCH: Family pays tribute to Hugh Hefner

28 September, 11:39 AM

AP - Playboy founder Hugh M. Hefner, the pipe-smoking hedonist who revved up the sexual revolution in the 1950s and built a multimedia empire of clubs, mansions, movies and television, symbolized by bow-tied women in bunny costumes, has died at age 91.

Hefner died of natural causes at his home surrounded by family on Wednesday night, Playboy said in a statement.

As much as anyone, Hefner helped slip sex out of the confines of plain brown wrappers and into mainstream conversation.

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