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Playboy Enterprises has confirmed that Hugh Hefner, the founder of the Playboy Magazine that has been in the spotlight for 60 years has died.

"Hugh M. Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones," Playboy confirmed in a statement. "He was 91 years old." 

Hefner who was popularly referred to as Hef devoted his life to ensuring the success of the Playboy brand so much so that even when his extensive use of Viagra made him deaf, Hef stated that he would prefer to continue having sex than have his hearing restored.

Since the announcement of his death, fans and supporters worldwide including Kim Kardashian have sent in their tributes in memory of the icon.