Is Playboy selling itself? Company reportedly in talks with Iconix

Playboy Enterprises's (PLA) shares soared more than 60% after Bloomberg News reported that the pioneering adult publisher was in talks to sell itself to Iconix Brand Group (ICON), the owner of Candie's and London Fog clothing brands. The news may sit well with investors now, but if it really happens, it could mean the end of Playboy magazine as we know it.

News that the Chicago-based company may be seeking a suitor is hardly a shock. Longtime CEO Christie Hefner, the daughter of company founder/icon Hugh Hefner, was forced out after failing to stem losses at the flagship magazine. Bloomberg reports that the board has been looking for a buyer since June, when it hired Freedom Communications CEO Scott Flanders, to replace Christie Hefner. Both Playboy and Iconix declined to comment on reports of a possible sale.