Playboy Underwear Gets Exposure in Bloomies

NEW YORK — Playboy and Bloomingdale’s are partnering to launch Playboy-branded men’s underwear and loungewear collection. Playboy will tout the partnership via the magazine, Playboy TV’s “World of Playboy” and Playboy.com. Bloomingdale’s will support the launch on bloomingdales.com and in its annual holiday gift guide. Playboy founder Hugh Hefner will make an in-store appearance on Dec. 6 in Century City, Calif., to sign autographs, accompanied by a bevy of Playmates, who may even model the items. A gift with purchase program, in-store merchandising, college campus visits and local ad buys also support.

The line includes boxers, briefs, pajamas and robes in a variety of styles and fabrics by Briefly Stated, its licensee.

“We feel there are many consistencies between our positioning and the positioning of Bloomingdale’s and its customer base,” said Alex Vaickus, president, product licensing. “Bloomingdale’s is a leading department store with a strong, fashion-forward men’s underwear department. They are a logical launch for our men’s underwear program.”

— Sandra Dolbow