Playboy's Second Life retail location will feature merchandise from its e-commerce sites, PlayboyStore.com and ShoptheBunny.com. Residents can purchase Playboy-branded apparel either for the real world or for their Second Life avatars. The virtual store will be staffed by female avatar employees wearing Playboy-branded apparel and the famous Playboy Bunny costume. The location's top floor video lounge, as well as the island's beachfront property, will serve as social space for Second Life residents to interact.

"We are excited to bring the Playboy brand to the world of Second Life," said Jeremy Westin, executive vice president, business development, Playboy Media Group. "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."

A Playboy Island launch party open to all Second Life residents is scheduled for June 12-13, and will feature performances by various Second Life in-world music artists over the course of the two days.