Exhibit 99.1
 



FOR IMMEDIATE RELEASE
Investor Contact:
 
Martha Lindeman
 
312-373-2430
   
 
Media Contact:
 
Matthew Pakula
 
312-373-2435


PLAYBOY ENTERPRISES, INC. REPORTS
SECOND QUARTER 2010 RESULTS

Strong Growth in Licensing Offset by Litigation Expense,
Restructuring Charge

CHICAGO, Thursday, August 5, 2010
– Playboy Enterprises, Inc. (PEI) (NYSE: PLA, PLAA) today announced a net loss for the second quarter ended June 30, 2010, of $5.4 million, or $0.16 per basic and diluted share, which compares to a net loss in the prior year’s quarter of $8.7 million, or $0.26 per basic and diluted share.  The 2010 second quarter results included a restructuring charge of $1.6 million, while the 2009 second quarter included a $9.1 million restructuring charge, which primarily was related to the closing of the company’s New York office.
Second quarter 2010 segment income was $0.4 million, down from $3.6 million in the prior year, on a 10% decline in revenues to $56.0 million from $62.2 million last year.  Licensing Group segment income increased by 35%, but these gains were more than offset by a loss in the Print/Digital Group, which was due in part to litigation expense related to one of the company’s international editions.  The year-over-year comparison of Print/Digital results also was unfavorably affected by the company’s decision to publish the equivalent of four issues last year versus three in the current year.
Playboy’s Chief Executive Officer Scott Flanders said: “The Licensing Group’s strong performance in the quarter demonstrates the viability of our strategy to transform Playboy from a business operator into a brand management company.  Through the years, we have successfully built a brand with unrivalled global appeal, and our future success hinges on finding partners who can best exploit that popularity.  We already are seeing the benefits of our recent partnerships with AMI and IMG, and additional agreements are in development.
 

 
 

The following information was filed by Playboy Enterprises Inc on Thursday, August 5, 2010 as an 8K 2.02 statement, which is an earnings press release pertaining to results of operations and financial condition. It may be helpful to assess the quality of management by comparing the information in the press release to the information in the accompanying 10-Q Quarterly Report statement of earnings and operation as management may choose to highlight particular information in the press release.

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