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Daren bought the Playboy Mansion past year for a cool $100 mil, on the condition that Hef could live there for the rest of his life.

He previously said: "I think that from the very beginning ... what made Playboy so popular was not simply the naked ladies, there were naked ladies in other magazines".

Former playmate Candace Jordan told WGN Morning News, "when I woke up this morning, it [was] the first time in my adult life that Hugh Hefner has not been a part of it".

According to his company, Playboy Enterprises, he died of natural causes.

Founder of Playboy Magazine, Hugh Hefner, died Wednesday at his Beverly Hills home, the Playboy Mansion, at age 91.

Hefner is survived by wife, Crystal, daughter Christie, and sons David, Marston and Cooper.

Williams and Hefner had been in a relationship for some time before they were married, in fact.

Madison has yet to break her silence on Hefner's death, but Wilkinson and Marquardt both issued statements on the news.

Its famous "rabbit head" logo is thought of as one of the most recognisable brands in the world. Fans also gathered at Hefner's star on the Hollywood Walk of Fame, where bouquets and flower displays were placed by those mourning his loss. In his illustrious five-decade career, he encountered most corners of the entertainment industry and was known to have invited stars and models alike to his infamous Playboy Mansion.

The TV series originally aired from 2005 until 2010, and was co-created by the Playboy founder.

Hefner also said he felt a connection to Monroe, whose photos are partly responsible for Playboy's early success, even though he never really knew her.

Monroe, who passed away in 1962 at the age of 36, was the first cover girl of the magazine when it debuted in 1953.

Harris, 31, met Hefner in 2008 and the two began dating in 2009. St. John's, N.L., native Tweed was Playmate of the Year in 1982 and briefly dated Hefner before meeting long-time partner and Kiss frontman Gene Simmons.