Playboy Enterprises, Inc. announced the expansion of its global consumer products business into India, in partnership with Jay Jay Iconic Brands, a leading fashion and lifestyle Company in India. With a proven track record of highly successful brand extensions in over 180 markets worldwide, Playboy now looks to India as it seeks to expand its international footprint and unleash the brand’s lifestyle category offerings in the market. The Playboy international portfolio has been flourishing for over 25 years in several South Asian markets such as China and Japan. In particular, it has strategically targeted the Millennial and Gen-Z audiences across categories such as apparel, footwear, home textiles, eyewear and watches. The Playboy international portfolio has been flourishing for over 25 years in several South Asian markets such as China and Japan. In particular, it has strategically targeted the Millennial and Gen-Z audiences across categories such as apparel, footwear, home textiles, eyewear and watches. The Playboy and Jay Jay partnership was brokered by Ashish Saxena of MDR Brand Management. Both teams are working closely to identify other exciting extension opportunities in key lifestyle categories including beauty and grooming, food and beverage and sexual wellness. Playboy demonstrates a clear vision to be the leading purveyor of consumer lifestyle product offerings worldwide. The Playboy brand currently holds retail operations (approximately 3000 POS) across online and offline channels, while seeing a continuously high purchasing demand across younger customers. The first collection of Playboy casual fashion, footwear and accessories are expected to launch in India in mid- 2021 on select e-commerce platforms, followed by brick and mortar retail expansion in 2022 across top cities such as New Delhi, Mumbai and Bangalore, producing a true multichannel experience.