Playboy founder Hugh Hefner has died aged 91.

A statement from Playboy said Mr Hefner died “peacefully” and “from natural causes” at The Playboy Mansion. He was “surrounded by loved ones”.

Cooper the child of Hefner, who currently serves as Chief Creative Officer at the company, Playboy said.

“My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom,” Cooper Hefner, Chief Creative Officer of Playboy Enterprises.

“He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognisable and enduring in history. He will be greatly missed by many, including his wife Crystal, my sister Christie and my brothers David and Marston, and all of us at Playboy Enterprises.”

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