Playboy Club Returns to London

Legendary Brand Builds on Its Heritage to Bring the Playboy Bunnies Back to London

CHICAGO, - Playboy Enterprises, Inc (NYSE: PLA, PLAA) and London Clubs International (LCI) today announced plans to bring the Playboy Club back to London. The new gaming and entertainment venue will feature a restaurant, lounge, members club, table games and high-limit salon privé gaming rooms. Set to open in the first half of 2011, Playboy Club London will be located in the exclusive Mayfair area of London.

“When we first opened the Playboy Club in London it was one of my favorite times for the brand,” said Hugh Hefner, Playboy Founder, Editor-in-Chief and Chief Creative Officer. “With Playboy now more popular than ever, I look forward to our return to London and again sharing the notions that are celebrated in the magazine, the concept of good food and drink, pretty girls, and exciting entertainment.”

Creatively designed to incorporate influences from the original Playboy Club London that opened in 1966, the new venue will integrate gaming with contemporary nightlife in a property that combines the sexy and sophisticated feel of Playboy with the international allure of London. The 17,000 square foot property spread over two floors is being designed by acclaimed London-based architects Jestico + Whiles.

The most attractive feature of Playboy Club London will undoubtedly be the return of the Playboy Bunnies to Europe. The beautiful Playboy Bunny hostesses, croupiers and cocktail servers have a world-wide, and well-deserved, reputation for their style and graciousness.

“The heritage of the Playboy brand in the U.K. together with an attractive Mayfair location and the proven operating skills of London Clubs International will make Playboy’s London club one of our most anticipated, must-visit properties,” said Scott Flanders, CEO, Playboy Enterprises, Inc.

“When Hugh Hefner opened the original London Playboy Club it redefined class and luxury, setting a new nightlife standard around the world,” said Michael Silberling, Managing Director, London Clubs International. “LCI is honored to partner with Playboy to return the brand to London and create a club and casino experience for a new generation of Playboy Club members.”

The original Playboy Club London opened in 1966 at 45 Park Lane. At that time, the club attracted some of the most influential clientele in London including Sean Connery, Michael Caine, Joan Collins, George Best, Jack Nicholson, John Cleese, Roger Moore and Muhammad Ali. The new exclusive club will again cater to some of the biggest names in entertainment, sports and business.

Mr. Hefner opened the first Playboy Club in Chicago in 1960 and the venues quickly became the embodiment of urban sophistication around the world. There were more than 30 Playboy Clubs at the height of its success, which left a lasting impression representing quality, style and contemporary refinement.

As the company continues to expand the global presence of the brand through multi-faceted entertainment venues, Playboy London will join Playboy Club Las Vegas at the Palms Casino Resort, as well as future Playboy venues planned in Cancun, Macao and South Beach, Miami.

###

About Playboy Enterprises, Inc.
Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes Playboy magazine in the United States and abroad and creates content for distribution via television networks, websites, mobile platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in more than 150 countries as well as retail stores and entertainment venues.



About London Clubs International

London Clubs International Limited is a British gambling company that was purchased in 2006 by a subsidiary of Harrah’s Entertainment.