Case Intel
- International arbitration tribunal hands Playboy a decisive $81 million victory over ex-licensee New Handong Investment for material contract breaches
- Hong Kong tribunal ordered immediate cessation of all Playboy-branded product sales and distribution by the Guangdong-based company
- Payment deadline looms September 20 as media giant prepares enforcement action to collect full damages award
By Samuel Lopez | Legal Correspondent | USA HERALD
LOS ANGELES, CA – Playboy Enterprises just scored an $81 million knockout punch against a former Chinese business partner that went rogue with the iconic brand.
The Los Angeles media powerhouse announced Monday that an international arbitration tribunal in Hong Kong delivered a binding decision Friday, awarding substantial damages against New Handong Investment (Guangdong) Co. Ltd. for what Playboy characterized as “ongoing, uncured material breaches” of their licensing agreement.
The tribunal didn’t just hand Playboy a check—it delivered a complete victory. New Handong must immediately stop all production, sales, and distribution of Playboy-branded products. Every counterclaim the Chinese company filed got tossed out entirely.
“Playboy is one of the most recognizable brands in the world and the award highlights the value of the brand,” CEO Ben Kohn declared in a statement. “Playboy will continue to vigorously protect its official licensed partners, brand and intellectual property worldwide.”
The dispute centers on a product licensing deal that gave New Handong rights to use the Chinese translation of the “PLAYBOY” wordmark and the famous rabbit head design for advertising and product promotion in their territory—but only with Playboy’s prior approval.
According to SEC filings, Playboy subsidiary Playboy Enterprises International Inc. launched the arbitration proceedings in February 2024, citing persistent violations by their Guangzhou-based partner. The $81 million award covers guaranteed royalties that were outstanding when the license got terminated, plus a termination fee, unpaid marketing expenses, interest, and additional fees.
Now comes the enforcement phase. Playboy made clear it “intends to take every step necessary” to collect the full $81 million “without delay.” New Handong has until September 20 to cut the check.
The victory sends a sharp message to international partners about brand protection. For a company built on intellectual property licensing deals across global markets, this Hong Kong tribunal ruling establishes serious precedent about the consequences of license violations.
Details surrounding the precise breaches remain under wraps as of Monday, and the Hong Kong International Arbitration Centre has not yet released case filings or counsel information tied to the award.
