Playboy Island to Offer Second Life Residents a Taste of the Playboy Lifestyle

Playboy Enterprises, Inc. (NYSE: PLA, PLAA) today announced the official launch of Playboy Island in Second Life. The Rabbit Head-shaped island, created and maintained by Sentient Services, will house a virtual Playboy retail store and will also offer Second Life residents the chance to connect with the brand through a variety of events and social opportunities. Playboy is the first men’s lifestyle brand to have a presence in Second Life.

Playboy’s Second Life retail location will feature merchandise from its e-commerce sites, PlayboyStore.com and ShoptheBunny.com. Residents can purchase Playboy-branded apparel either for the real world or for their Second Life avatars. The virtual store will be staffed by female avatar employees wearing Playboy-branded apparel and the famous Playboy Bunny costume. The location’s top floor video lounge, as well as the island’s beachfront property, will serve as social space for Second Life residents to interact.

“We are excited to bring the Playboy brand to the world of Second Life,” said Jeremy Westin, executive vice president, business development, Playboy Media Group. “Just as Playboy is expanding its brand in the real world with the Playboy Club in Las Vegas and retail stores across the globe, entering Second Life is a great way for Playboy to leverage its brand in the virtual world in a fun and innovative setting.”