Wilkinson said Madison's negative portrayal of Hef in her new book, "Down the Rabbit Hole: Curious Adventures and Cautionary Tales of a Former Playboy Bunny, " is based on her jealousy over him not marrying her.

CNN: Former Playboy girlfriends feud

Marascia says the rebirth of Playboy also is happening in licensing: for T shirts, bunny slippers and slot machines.

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