Playboy island discovered in Second Life

NEW YORK (CNNMoney.com) -- Playboy Enterprises, Inc. slipped into the virtual world known as Second Life Tuesday with the launch of Playboy Island.

The adult entertainment company said it is offering Second Life residents a taste of the Playboy lifestyle on a rabbit head-shaped island, which houses a retail store and will feature events and social opportunities.

The virtual Playboy store includes merchandise from PlayboyStore.com and ShoptheBunny.com, and is staffed by female avatar employees wearing Playboy-branded apparel or Playboy Bunny costumes. Playboy-branded apparel can be purchased in the virtual store for real-world wear or Second Life avatars.

"Just as Playboy is expanding its brand in the real world with the Playboy Club in Las Vegas and retail stores across the globe, entering Second Life is a great way for Playboy to leverage its brand in the virtual world in a fun and innovative setting, " Jeremy Westin, executive vice president at Playboy Media Group, said in a statement.

A Playboy Island launch party scheduled for June 12-13 will feature musical performances over the course of two days and is open to all Second Life residents.

Although the company has seen a slowdown in its print and TV business, it has seen healthy increases in sales from "new" media, such as mobile and online services. Last month, Playboy reported a better-than-expected first quarter profit, helped by strength in its licensing brand business.

Playboy is the first men's lifestyle brand to have a presence in Second Life, the company said.

Shares of Playboy (up $0.02 to $10.88, Charts) were little changed during midday trading on the New York Stock Exchange.