More than six decades after the adult magazine brand was founded, Hefner's youngest son Cooper, in his third year in college, is ready to get down to business, reported Independent online.
He says he has big plans for the business but it should not be called pornography.
"If somebody is trying to argue the point that Playboy is pornography, then you probably shouldn't be showering or going to a museum where there's nude art," Cooper said.
"That's very hypocritical," he added.
On New Year's eve, Cooper's 86-year-old father tied the knot for the third time with Crystal Harris, who is 26.
