Playboy Enterprises will exhibit for the first time at this year’s Brand Licensing Europe as the brand celebrates its 60th anniversary.

Founded by Hugh M. Hefner in 1953, Playboy has been a tastemaker, arbiter of style and vanguard for political, sexual and economic freedom for almost 60 years. Based in Beverly Hills, Calif., Playboy Enterprises publishes Playboy magazine in the U.S. and abroad, and creates TV, web and radio content.

The Playboy brand appears on a wide range of licensed consumer products in more than 150 countries and the Rabbit Head logo is one of the top 20 brands in the world.

“We are delighted that Playboy will be joining BLE on its 60th anniversary,” says Darren Brechin, event director, BLE. “Playboy's success as a globally licensed brand, as well as its opportunity to reach new markets and product categories through innovative partners make it a great addition to our already impressive list of exhibitors."

Playboy will exhibit in the Brands section of the show alongside other sports and consumer brands that include Major League Baseball, adidas-A.C. Milan, adidas-Real Madrid, Manchester United Merchandising, Chupa Chups, Automobili Lamborghini, NBA Europe, The Royal Ballet, Discovery and Maui & Sons.

Brand Licensing Europe will take place Oct. 15-17 at London’s Olympia exhibition hall. For more information please visit BrandLicensing.eu