FOR IMMEDIATE RELEASE

CONTACTS:
Playboy Licensing
Traci Coulter
212.261.5000, ext 3587
tcoulter@playboy.com

PLAYBOY TAPS PRAIM, LLC AS PREMIUM CHOCOLATE LICENSEE
- Premium Chocolate Bars to Launch at Retailers this Spring -

NEW YORK, January 26, 2007 – Playboy Enterprises, Inc. announced today that Massachusetts-based Praim, LLC has signed a licensing agreement to create a line of premium chocolate bars, which will include both milk and dark chocolate varieties. The collection, retailing from $3.99 to $5.99 will be available nationwide at Spencers.

“Praim understands the chocolate business and makes the most decadent, all-natural gourmet chocolate,” said Adrianna Chinnici, vice president, licensing, Playboy Enterprises, Inc. “Our chocolate will be in sensuous and flirty Playboy-branded packaging and is great for a gift to that special someone, or when you just need that afternoon chocolate fix.”

“We are thrilled for the opportunity to partner with this world-class brand,” said Paul Pruett, CEO Praim, LLC. “The Playboy chocolate line will include all-natural 3.5oz premium milk and dark chocolate bars gift-boxed in fun and flirty packaging for the discerning, yet playful Playboy consumer.”

About Playboy Enterprises:
Playboy’s branded line of licensed fashion and consumer products has experienced exceptional growth at retail since its repositioning in 1999, with a product offering that includes men’s and women’s fashion apparel and accessories, underwear, legwear, outerwear and footwear, as well as home furnishings and lifestyle and entertainment products. Playboy’s licensed products business as a whole now generates in excess of $700 million in global retail sales in more than 130 countries and territories. Celebrities and fashion influencers spotted wearing Playboy fashions and accessories include Britney Spears, Jennifer Lopez, Janet Jackson, Jade Jagger, Snoop Dogg, and Lenny Kravitz.

About Praim, LLC:
Praim LLC is a turn-key licensing and private label chocolate company. Although best known for its all-natural premium chocolate and highly creative designed packaging, Praim also lends its expertise to its partners in the critical areas of logistics and retail distribution. With offices in Massachusetts, Los Angeles and New Zealand, Praim provides its clients with a global approach to confections and packaging. For more information, please visit www.praimllc.com.

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