Bunny Logo Multiplies, Collectors Disgusted
Push for licensing bucks annoys hard-core fans
By Jane Yager,  Newser Staff
Posted Apr 5, 2010 5:10 AM CDT
Hugh Hefner surrounded by Playboy bunnies in this oldie shot.   (PRNewsFoto/Playboy Enterprises, Inc.)
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(Newser) – Playboy bunny logos have been multiplying like rabbits, appearing on everything from tanning spray and lighters to drinks promising to boost the libido. But longtime bunny collectors-- people like Ken Ritchie of Memphis, whose collection of Playboy paraphernalia fills a wing of his house--are not impressed. "How many guys do you think are going to go out and buy navel rings because they've been licensed by Playboy?" Ritchie scoffs. "It's not a must-have item."

They just put their logo on everything," another collector complained to the Wall Street Journal. Faced with dwindling advertising revenues like many magazines, Playboy is stepping up its licensing efforts. But the flood of new trinkets has irritated hard-core fans, confronting the company with the challenge of how to capitalize on its brand without annoying those most loyal to it.