THE son and heir to the Playboy throne, Cooper Hefner, is gearing up to take over the family business, which he calls art.
More than six decades after the brand was founded, Hugh Hefner's youngest son Cooper, in his third year in college, is ready to get down to business.
He says he has big plans for the business - just don't call it 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 at the London Playboy Club.
"That's very hypocritical."