The Playboy bunny is one of the most recognizable brand logos in the world, and the robe-wearing, pipe-smoking Hefner is a strong brand himself.

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The teenager's bedroom was dominated by pink, with a Playboy bunny duvet cover and curtains, and photos of friends and family all over the walls.

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Wilkinson said Madison's negative portrayal of Hef in her new book, "Down the Rabbit Hole: Curious Adventures and Cautionary Tales of a Former Playboy Bunny, " is based on her jealousy over him not marrying her.

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The Playboy Club had starred Amber Heard as a bunny girl employed at the first nightclub set up by Hefner's magazine empire.

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The company has announced deals to roll out a Playboy-branded men's cologne and a "bunny bra, " with padding to expand it two sizes bigger.

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The company has deals to roll out a Playboy-branded men's cologne and a "bunny bra, " with padding to make the wearer two sizes larger.

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Marascia says the rebirth of Playboy also is happening in licensing: for T shirts, bunny slippers and slot machines.

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