CHICAGO (AP) -- The Playboy bunnies have a message for college students returning to campus this fall. It's that -- we want you.
Riding a wave of renewed popularity among consumers, Hugh Hefner's Playboy empire is set to launch a sexy social networking site dedicated solely to college students.
It's the latest online venture as Playboy tries to reinvigorate its stagnant finances.
The launch of Playboy U comes as Playboy's 54-year-old magazine continues to lose money as well as readers.
To compensate, Chicago-based Playboy Enterprises is embarking on one of its biggest expansion efforts in years.
Playboy has cozied up to collegians before, featuring promotional events and pictorials of student bodies. Executives now hope Playboy U will help build brand loyalty among young consumers.