Hugh Hefner and his daughter Christie spent over 50 years building the image of Playboy magazine, which is now up for sale.

Iconix Brand Group, a fashion house, has expressed interest in purchasing Playboy Enterprises, but they have no interest in the famous magazine, its storehouse of interviews, or its photo archive of naked women. Competition from the internet has rendered those resources less valuable. On the other hand…

…the bunny ears brand hearkens back to an era when Playboy was widely read and epitomized the idea of the urbane sophisticate who appreciates the finer things that the swinging bachelor lifestyle promises.

So the company is seeking a partner in the publishing world to take the magazine and other Playboy-related assets. All they want is the logo.