SPICE ENTERTAIMENT COMPANIES INC
8-K, 1998-06-11
TELEVISION BROADCASTING STATIONS
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                       SECURITIES AND EXCHANGE COMMISSION
                              WASHINGTON, DC 20549

                                    FORM 8-K

                                 CURRENT REPORT


                     Pursuant to Section 13 or 15(d) of the
                         Securities Exchange Act of 1934


Date of Report (Date of earliest event reported): May 29, 1998


                       Spice Entertainment Companies, Inc.
             (Exact Name of Registrant as specified in its Charter)


         Delaware                        0-21150                11-2917462
- --------------------------------------------------------------------------------
(State or other jurisdiction           (Commission           (IRS Employer
   of incorporation)                   File Number)          Identification No.)


         536 Broadway, New York, NY                       10012
- ------------------------------------------------------------------------------
(Address of Principal Executive Offices)               (Zip Code)


Registrant's telephone number,
including area code:                                  (212) 941-1434


Item 5.  Other Events.

     On May 29, 1998, Playboy  Enterprises,  Inc. ("PEI"),  Spice  Entertainment
Companies,  Inc. ("Spice"),  New Playboy,  Inc. ("Holdco"),  Playboy Acquisition
Corp., a wholly-owned  Holdco subsidiary, and Spice  Acquisition Corp., a wholly
owned Holdco  subsidiary, entered into an Agreement and Plan of Merger  ("Merger
Agreement")  whereby  PEI  will  acquire  Spice  through  the  merger  of  Spice
Acquisition  Corp. with and into Spice (the  "Merger").  For each share of Spice
common stock, Spice stockholders will receive the following from PEI:

                 --   $3.60 in cash; and
                 --   0.1371 shares of PEI Class B Stock, subject to
                      a collar  designed to provide a minimum value of $2.20 or 
                      a maximum value of $2.88 per Spice share.

         The Merger Agreement and related agreements provide that Spice will
transfer to a newly-formed subsidiary ("Subco"), among other assets, Spice's
digital operations center for video and Internet broadcasts, certain rights to a
library of adult films, and Spice's option to acquire the outstanding stock or
assets of Emerald Media, Inc. ("EMI"). EMI operates four television networks
which distribute explicit adult movies and related programming to the C-band
direct-to-home market. The Merger Agreement also provides that Spice distribute
the Subco common stock and warrants to purchase additional Subco common stock
and warrants to purchase additional Subco common stock to Spice stockholders as
part of the Merger consideration.

         Consummation of the Merger and related transactions is subject to the
approval of the Spice stockholders, receipt of various consents and other
customary closing conditions. Closing of the transaction is expected to occur
during the third calendar quarter of 1998. The foregoing description is
qualified in its entirety by reference to the full text of the Merger Agreement,
a copy of which is attached as Exhibit 2.01

         On March 6, 1998, R. Christopher Yates entered into a Separation and
Non-Competition Agreement with Spice and The Home Video Channel Ltd. ("HVC")
which provided for the termination of his service agreement with HVC, a
(pound)30,000 termination payment and his resignation from the Spice Board of
Directors. On June 2, 1998, Mr. Yates resigned from the Board of Directors.


Item 7.  Financial Statements and Exhibits.

(c)      Exhibits:


Exhibit Number    Description
- --------------    ------------------------------------------------------------
2.01              Agreement and Plan of Merger dated as of May 29, 1998 by and
                  among Playboy Enterprises, Inc., New Playboy, Inc. Playboy
                  Acquisition Corp., Spice Acquisition Corp. and Spice
                  Entertainment Companies, Inc.

<PAGE>
                                   SIGNATURES

         Pursuant to the requirements of the Securities Exchange Act of 1934,
the registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.


                                           SPICE ENTERTAINMENT COMPANIES, INC.



                                           /s/ Daniel J. Barsky
                                           ------------------------------------
                                           By: Daniel J. Barsky
                                               Senior Vice President,
                                               Secretary and General Counsel


Dated: June 11, 1998

<PAGE>

                                 EXHIBIT INDEX


Exhibit Number    Document Description
- --------------    ------------------------------------------------------------
2.01              Agreement and Plan of Merger dated as of May 29, 1998 by and
                  among Playboy Enterprises, Inc., New Playboy, Inc. Playboy
                  Acquisition Corp., Spice Acquisition Corp. and Spice
                  Entertainment Companies, Inc.







                          AGREEMENT AND PLAN OF MERGER


                                  BY AND AMONG


                           PLAYBOY ENTERPRISES, INC.,
                               NEW PLAYBOY, INC.,
                           PLAYBOY ACQUISITION CORP.,
                            SPICE ACQUISITION CORP.,

                                       AND

                       SPICE ENTERTAINMENT COMPANIES, INC.




                            DATED AS OF MAY 29, 1998










<PAGE>

                                TABLE OF CONTENTS

                                                                           Page
                                                                           ----

      ARTICLE 1          THE MERGERS                                         2
           SECTION 1.1   The Mergers                                         2
           SECTION 1.2   Closing; Effective Time                             3
           SECTION 1.3   Effects of the Mergers                              3
           SECTION 1.4   Certificate of Incorporation                        3
           SECTION 1.5   By-laws                                             4
           SECTION 1.6   Directors                                           4
           SECTION 1.7   Officers                                            4

      ARTICLE 2          CONVERSION OF CAPITAL STOCK OF THE CONSTITUENT 
                         CORPORATIONS                                        4
           SECTION 2.1   P Merger                                            4
           SECTION 2.2   S Merger                                            6
           SECTION 2.3   Exchange of Certificates                            9

      ARTICLE 3          REPRESENTATIONS AND WARRANTIES
                         OF THE COMPANY                                     15
           SECTION 3.1   Organization and Qualification; Subsidiaries       15
           SECTION 3.2   Capitalization of the Company and its Subsidiaries 16
           SECTION 3.3   Authority Relative to this Agreement; Board Action 17
           SECTION 3.4   SEC Filings; Financial Statements                  18
           SECTION 3.5   Information Supplied                               19
           SECTION 3.6   Consents and Approvals; No Violations              20
           SECTION 3.7   No Default                                         21
           SECTION 3.8   No Undisclosed Liabilities; Absence of Changes     21
           SECTION 3.9   Litigation                                         22
           SECTION 3.10  Compliance with Applicable Law                     22
           SECTION 3.11  Employees; Employee Plans                          23
           SECTION 3.12  Environmental Laws and Regulations                 25
           SECTION 3.13  Tax Matters                                        26
           SECTION 3.14  Library Rights                                     26
           SECTION 3.15  Marks and Patents                                  27
           SECTION 3.16  Material Contracts                                 28
           SECTION 3.17  Title to Properties; Real Estate                   29
           SECTION 3.18  Opinion of Financial Advisor                       30
           SECTION 3.19  Brokers                                            30
           SECTION 3.20  Vote Required                                      30
           SECTION 3.21  Tangible Personal Property                         30
           SECTION 3.22  Insurance                                          31
           SECTION 3.23  Transactions with Affiliates                       31
           SECTION 3.24  Corporate Records                                  31
           SECTION 3.25  Investment Company Act                             31
           SECTION 3.26  Transaction Fees and Expenses                      31

      ARTICLE 4          REPRESENTATIONS AND WARRANTIES OF THE PLAYBOY 
                         ENTITIES                                           32
           SECTION 4.1   Organization and Qualification; Subsidiaries       32
           SECTION 4.2   Capitalization of Playboy and its Subsidiaries     33
           SECTION 4.3   Authority Relative to this Agreement               34
           SECTION 4.4   SEC Filings; Financial Statements                  35
           SECTION 4.5   Information Supplied                               36
           SECTION 4.6   Consents and Approvals; No Violations              37
           SECTION 4.7   No Default                                         37
           SECTION 4.8   No Undisclosed Liabilities; Absence of Changes     38
           SECTION 4.9   Litigation                                         39
           SECTION 4.10  Compliance with Applicable Law                     39
           SECTION 4.11  Tax Matters                                        39
           SECTION 4.12  Brokers                                            40
           SECTION 4.13  Investment Company Act                             40
           SECTION 4.14  Ownership of Holdco, Merger Sub P and Merger Sub S; 
                         No Prior Activities                                40

      ARTICLE 5          COVENANTS                                          41
           SECTION 5.1   Conduct of Business of the Company                 41
           SECTION 5.2   Conduct of Business of Playboy                     44
           SECTION 5.3   Other Actions                                      45
           SECTION 5.4   Preparation of the S-4 Registration Statement and 
                         Proxy Statement; Preparation of the S-1 
                         Registration Statement; Company Stockholders
                         Meeting                                            45
           SECTION 5.5   No Solicitation of Transactions by the Company     46
           SECTION 5.6   Letters of the Company's Accountants               47
           SECTION 5.7   Access to Information; Confidentiality             47
           SECTION 5.8   Reasonable Commercial Efforts                      49
           SECTION 5.9   Public Announcements                               50
           SECTION 5.10  Indemnification                                    50
           SECTION 5.11  Notification of Certain Matters                    51
           SECTION 5.12  Tax Treatment                                      52
           SECTION 5.13  Company Affiliates                                 52
           SECTION 5.14  SEC and Other Governmental Filings                 52
           SECTION 5.15  Related Transactions; Related Agreements           53
           SECTION 5.16  Emerald Media Option                               53
           SECTION 5.17  Tax Treatment of Related Transactions              54
           SECTION 5.18  Employee Benefit Plans.                            54
           SECTION 5.19  Optional Services Agreement.                       54

      ARTICLE 6          CONDITIONS TO CONSUMMATION OF THE MERGERS          54
           SECTION 6.1   Conditions to Each Party's Obligations to Effect
                         the Mergers                                        54
           SECTION 6.2   Conditions to the Obligations of the Company       55
           SECTION 6.3   Conditions to the Obligations of Playboy           57

      ARTICLE 7          TERMINATION; AMENDMENT; WAIVER                     59
           SECTION 7.1   Termination                                        59
           SECTION 7.2   Effect of Termination                              61
           SECTION 7.3   Procedure for Termination                          62
           SECTION 7.4   Amendment; Extension; Waiver                       62
           SECTION 7.5   Fees and Expenses                                  63

      ARTICLE 8          MISCELLANEOUS                                      63
           SECTION 8.1   Non-Survival of Representations, Warranties
                         and Agreements                                     63
           SECTION 8.2   Entire Agreement; Assignment                       63
           SECTION 8.3   Validity                                           64
           SECTION 8.4   Notices                                            64
           SECTION 8.5   Parties in Interest                                65
           SECTION 8.6   Severability                                       65
           SECTION 8.7   Specific Performance                               65
           SECTION 8.8   Brokers                                            65
           SECTION 8.9   Counterparts                                       65
           SECTION 8.10  Interpretation                                     65
           SECTION 8.11  Certain Definitions                                66
           SECTION 8.12  Governing Law and Venue                            67
           SECTION 8.13  Waiver of Jury Trial                               67

<PAGE>

      EXHIBITS
      --------

      EXHIBIT A                  Transfer and Redemption Agreement
      EXHIBIT B                  Mandatory Services Agreement
      EXHIBIT C-1                Subco Non-Compete Agreement
      EXHIBIT C-2                Faherty Non-Compete Agreement


      SCHEDULES
      ---------
      SCHEDULE 3.2(a)    Capitalization of the Company and the Company
                         Subsidiaries; Company Option Holders
      SCHEDULE 3.2(b)    Company Liens on Capital Stock
      SCHEDULE 3.4(a)    Company Filed SEC Reports
      SCHEDULE 3.6       Company Consents and Approvals; Violations
      SCHEDULE 3.7       Company Defaults
      SCHEDULE 3.8       Company Undisclosed Liabilities; Absence of Changes
      SCHEDULE 3.9       Company Material Litigation
      SCHEDULE 3.11      Company Employees; Employee Benefit Plans
      SCHEDULE 3.14(a)   Library Pictures of the Company
      SCHEDULE 3.14(b)   Copyrights of the Company
      SCHEDULE 3.15(a)   Marks and Patents of the Company
      SCHEDULE 3.15(b)   Liens and Litigation Relating to the Marks and Patents
                         of the Company
      SCHEDULE 3.16(a)   Company Material Contracts
      SCHEDULE 3.16(b)   Company Defaults under Material Contracts
      SCHEDULE 3.17(a)   Permitted Title Encumbrances
      SCHEDULE 3.17(b)   Real Property Leases
      SCHEDULE 3.19      Company Financial Advisor Fees and Commissions
      SCHEDULE 3.21      Tangible Personal Property of the Company
      SCHEDULE 3.22      Insurance of the Company
      SCHEDULE 3.23      Transactions with Affiliates of the Company
      SCHEDULE 3.26      Company Transaction Fees and Expenses
      SCHEDULE 4.2(a)    Capitalization of Playboy and the Playboy Subsidiaries
      SCHEDULE 4.6       Playboy Consents and Approvals
      SCHEDULE 4.7       Playboy Defaults or Violations
      SCHEDULE 4.8       Playboy Undisclosed Liabilities; Absence of Changes
      SCHEDULE 4.9       Playboy Material Litigation
      SCHEDULE 5.13      Company Affiliates

<PAGE>
                            TABLE OF DEFINED TERMS

                                                             Cross Reference
        Term                                                 in Agreement
        ----                                                 ------------
 
        Affiliate                                            Section 8.11
        Affiliate Letter                                     Section 5.13
        Aggregate Cash Consideration                         Section 2.3(a)
        Aggregate Company Option Consideration               Section 2.2(f)
        Agreement                                            Preamble
        Average Playboy Stock Price                          Section 2.2(d)
        Cash Consideration                                   Section 2.2(b)
        Certificate of Incorporation of the 
          S Surviving Corporation                            Section 1.4(b)
        Certificates of Merger                               Section 1.2
        Claim                                                Section 5.10
        Closing                                              Section 1.2
        Closing Date                                         Section 1.2
        Code                                                 Recitals
        Commonly Controlled Entity                           Section 3.11(c)
        Company                                              Preamble
        Company Affiliate                                    Section 5.13
        Company Balance Sheet                                Section 3.17(a)
        Company Board                                        Section 3.3(a)
        Company Certificates                                 Section 2.3(b)
        Company Charter Documents                            Section 3.1(b)
        Company Common Stock                                 Section 3.2(a)
        Company Convertible Preferred                        Section 3.2(a)
        Company Filed SEC Reports                            Section 3.4(a)
        Company Financial Advisor                            Section 3.18
        Company Material Adverse Effect                      Section 3.1(a)
        Company Material Contracts                           Section 3.16(a)
        Company Option                                       Section 2.2(f)
        Company Options                                      Section 2.2(f)
        Company Option Holder                                Section 2.2(f)
        Company Permits                                      Section 3.10
        Company Plans                                        Section 3.11(a)
        Company Preferred Stock                              Section 3.2(a)
        Company SEC Reports                                  Section 3.4(a)
        Company Securities                                   Section 3.2(a)
        Company Stockholders Meeting                         Section 5.4(b)
        Company Stock Option Plans                           Section 8.11
        Company Subsidiaries                                 Section 3.1(a)
        Confidentiality Agreement                            Section 5.7(a)
        Control                                              Section 8.11
        Conversion Ratio                                     Section 2.2(c)
        DGCL                                                 Recitals
        Dissenting Shares                                    Section 2.3(j)
        Effective Time of the Mergers                        Section 1.2
        Environmental Claim                                  Section 3.12(a)
        Environmental Laws                                   Section 3.12(a)
        ERISA                                                Section 3.11(a)
        Excess Amount                                        Section 2.2(f)
        Exchange Act                                         Section 3.2(c)
        Exchange Agent                                       Section 2.3(a)
        Exchange Fund                                        Section 2.3(a)
        GAAP                                                 Section 3.4(a)
        Governmental Entity                                  Section 3.6
        Holdco                                               Preamble
        HSR Act                                              Section 5.8
        Indemnified Parties                                  Section 5.10(b)
        Investment Company Act                               Section 3.25
        Junior Preferred                                     Section 3.2(a)
        Leases                                               Section 3.17(a)
        Library Pictures                                     Section 8.11
        Liens                                                Section 3.2(b)
        Mandatory Services Agreement                         Recitals
        Mark                                                 Section 8.11
        Mergers                                              Recitals
        Merger Sub P                                         Preamble
        Merger Sub S                                         Preamble
        Merger Consideration                                 Section 2.2(b)
        NASDAQ                                               Section 5.9
        Newco Agreements                                     Section 8.11
        Newco Transactions                                   Section 5.15(b)
        New Playboy Class A Common Stock                     Section 4.2(b)
        New Playboy Class B Common Stock                     Section 4.2(b)
        New Playboy Common Stock                             Section 4.2(b)
        Non-Compete Agreements                               Recitals
        NYSE                                                 Section 2.2(d)
        Old Playboy Class A Common Stock                     Section 4.2(a)
        Old Playboy Class B Common Stock                     Section 4.2(a)
        Old Playboy Common Stock                             Section 4.2(a)
        Optional Services Agreement                          Recitals
        P Merger                                             Recitals
        P Surviving Corporation                              Section 1.1(a)
        Patent                                               Section 8.11
        Person                                               Section 8.11
        Playboy                                              Preamble
        Playboy Board                                        Section 4.3
        Playboy Charter Documents                            Section 4.1(b)
        Playboy Entities                                     Preamble
        Playboy Filed SEC Filings                            Section 4.4(a)
        Playboy Financial Advisor                            Section 4.12
        Playboy Material Adverse Effect                      Section 4.1(a)
        Playboy Option                                       Section 2.1(d)
        Playboy Options                                      Section 2.1(d)
        Playboy Permits                                      Section 4.10
        Playboy SEC Filings                                  Section 4.4(a)
        Playboy Securities                                   Section 4.2(a)
        Playboy Stock Option Plans                           Section 8.11
        Playboy Subsidiaries                                 Section 4.1(a)
        Preferred Certificate                                Section 2.2(h)
        Proxy Statement                                      Section 3.5(a)
        Qualified Transaction Proposal                       Section 5.5
        Redemption Ratio                                     Section 8.11
        Related Agreements                                   Recitals
        Related Transactions                                 Section 5.15(a)
        Restated Certificate of Incorporation                Section 1.4(a)
        S Merger                                             Recitals
        S Merger Securities                                  Section 2.3(a)
        S Surviving Corporation                              Section 1.1(b)
        S-1                                                  Section 3.5(b)
        S-4                                                  Section 3.5(a)
        Scheduled Marks and Patents                          Section 3.15(a)
        SEC                                                  Section 3.4(a)
        Securities Act                                       Section 3.4(a)
        Services Agreements                                  Recitals
        Stock Consideration                                  Section 2.2(b)
        Subco                                                Recitals
        Subco Common Stock                                   Section 2.2(b)
        Subco Consideration                                  Section 2.2(b)
        Subco Warrants                                       Section 2.2(b)
        Tangible Personal Property                           Section 3.21(a)
        Taxes                                                Section 3.13(c)
        Tax Returns                                          Section 3.13(c)
        Terminating Company Breach                           Section 7.1(e)
        Terminating Playboy Breach                           Section 7.1(f)
        Transaction Litigation                               Section 3.9
        Transaction Proposals                                Section 5.5
        Transfer and Redemption Agreement                    Recitals


<PAGE>
                          AGREEMENT AND PLAN OF MERGER

     AGREEMENT AND PLAN OF MERGER,  dated as of May 29, 1998 (this "Agreement"),
by and among Playboy Enterprises,  Inc., a Delaware corporation ("Playboy"), New
Playboy,  Inc., a Delaware corporation and a wholly-owned  subsidiary of Playboy
("Holdco"), Playboy Acquisition Corp., a Delaware corporation and a wholly-owned
subsidiary  of Holdco  ("Merger Sub P"),  Spice  Acquisition  Corp.,  a Delaware
corporation  and a  wholly-owned  subsidiary  of  Holdco  ("Merger  Sub S"  and,
together with  Playboy,  Holdco and Merger Sub P, the "Playboy  Entities"),  and
Spice Entertainment Companies, Inc., a Delaware corporation (the "Company").

     WHEREAS,  the respective boards of directors of Playboy,  Holdco and Merger
Sub P have approved this Agreement pursuant to which, among other things, Merger
Sub P will be merged  with and into  Playboy  (the "P  Merger") on the terms and
conditions  contained herein and in accordance with the General  Corporation Law
of the State of Delaware (the "DGCL");

     WHEREAS, the respective boards of directors of Holdco, Merger Sub S and the
Company have  approved  this  Agreement  pursuant to which,  among other things,
Merger  Sub S will be merged  with and into the  Company  (the "S  Merger"  and,
together with the P Merger, the "Mergers") on the terms and conditions contained
herein and in accordance with the DGCL;

     WHEREAS,  the  Playboy  Entities  and the  Company  desire to make  certain
representations,  warranties,  covenants and  agreements in connection  with the
Mergers and to prescribe various conditions to the Mergers;

     WHEREAS, pursuant to the Mergers, as part of the Merger Consideration, each
holder of shares of Company  Common  Stock  shall be  entitled  to receive  Cash
Consideration,  Stock Consideration and Subco Consideration in exchange for each
share of Company Common Stock held by such holder;

     WHEREAS, pursuant to the Mergers, as part of the Merger Consideration, each
holder of shares of Company  Convertible  Preferred shall be entitled to receive
Cash  Consideration,  Stock Consideration and Subco Consideration for each share
of Company  Convertible  Preferred held by such holder as if such share had been
converted into Company Common Stock  immediately  prior to the Effective Time of
the Mergers;

     WHEREAS, concurrently with the execution and delivery of this Agreement and
as a  condition  to the  willingness  of each of the  Playboy  Entities  and the
Company to enter into this  Agreement,  the  Company  and certain of the Company
Subsidiaries  have agreed to enter into,  and to cause a  to-be-formed  Delaware
corporation that shall be a wholly-owned subsidiary of the Company ("Subco"), to
enter  into,  on or prior to the  Closing  Date,  the  Transfer  and  Redemption
Agreement,  a copy of which is attached  hereto as Exhibit A (the  "Transfer and
Redemption  Agreement"),  the Satellite Services  Agreement,  a copy of which is
attached  hereto  as  Exhibit B (the  "Mandatory  Services  Agreement"),  and an
Optional Services Agreement,  referred to in Section 5.19, to be negotiated (the
"Optional  Services   Agreement,"  and  together  with  the  Mandatory  Services
Agreement, "Services Agreements"); and

     WHEREAS, for Federal income tax purposes, the transactions  contemplated by
the Transfer and Redemption Agreement are intended to be treated as a redemption
of Company  Common Stock under  Section  302(b) of the Internal  Revenue Code of
1986,  as amended  (the  "Code"),  and the  Mergers  are  intended to qualify as
exchanges under Section 351 of the Code;

     WHEREAS, concurrently with the execution and delivery of this Agreement and
as a condition  to the  willingness  of the Playboy  Entities to enter into this
Agreement, the Playboy Entities, the Company and J. Roger Faherty have agreed to
enter  into the  non-competition  agreements,  in the forms  attached  hereto as
Exhibits C-1 and C-2 (the  "Non-Compete  Agreements" and,  collectively with the
Transfer  and  Redemption  Agreement,  the  Services  Agreements,  and all other
agreements  and  documents  included as exhibits to the  foregoing  or otherwise
contemplated to be delivered thereunder or in connection with the closing of the
transactions contemplated thereby, the "Related Agreements");

     NOW,  THEREFORE,  in  consideration  of the premises  and  representations,
warranties,  covenants  and  agreements  herein  contained,  and intending to be
legally  bound  hereby,  the Playboy  Entities  and the Company  hereby agree as
follows:

                                    ARTICLE 1

                                   THE MERGERS

     SECTION 1.1 The Mergers.  (a) Upon the terms and subject to the conditions
of this  Agreement,  at the Effective Time of the Mergers and in accordance with
the DGCL,  Merger Sub P shall be merged with and into  Playboy.  Following the P
Merger, the separate corporate existence of Merger Sub P shall cease and Playboy
shall continue as the surviving corporation (the "P Surviving  Corporation") and
shall succeed to and assume all rights, properties,  liabilities and obligations
of Merger Sub P in accordance with the DGCL.

     (b) Upon the terms and subject to the conditions of this Agreement,  at the
Effective  Time of the Mergers  and in  accordance  with the DGCL,  Merger Sub S
shall be merged with and into the Company.  Following the S Merger, the separate
corporate  existence of Merger Sub S shall cease and the Company shall  continue
as the surviving  corporation (the "S Surviving  Corporation") and shall succeed
to and assume all rights, properties, liabilities and obligations of the Company
in accordance with the DGCL.

     SECTION 1.2 Closing; Effective Time. Unless this Agreement shall have been
terminated and the transactions  herein  contemplated  shall have been abandoned
pursuant  to  Section  7.1 and  subject  to the  satisfaction  or  waiver of the
conditions  set forth in Article 6, the closing of the Mergers  (the  "Closing")
shall  take  place in New York  City at the  offices  of Paul,  Weiss,  Rifkind,
Wharton &  Garrison,  as soon as  practicable,  but in no event later than 10:00
a.m.  New York City time on the fifth  Business  Day after the date on which the
conditions  set forth in Article 6 have been satisfied or waived by the party or
parties entitled to the benefit of such  conditions,  or at such other place, at
such other time or on such other date as the parties  may  mutually  agree.  The
date on which the  Closing  actually  occurs is  hereinafter  referred to as the
"Closing  Date".  At the Closing,  the parties  shall cause to be filed with the
Secretary of State of the State of Delaware such certificates of merger or other
appropriate  documents (such  certificates and other documents being hereinafter
referred to as the  "Certificates  of Merger")  executed in accordance  with the
relevant provisions of the DGCL, and shall make all other filings, recordings or
publications  required by the DGCL in connection  with the Mergers.  Each of the
Mergers  shall become  effective at the time  specified in the  Certificates  of
Merger,  which  specified  time shall be the same in each  Certificate of Merger
(the  time  the  Mergers  become  effective  being  the  "Effective  Time of the
Mergers").

     SECTION 1.3 Effects of the Mergers. The Mergers shall have the effects set
forth in Section 259 of the DGCL, the Certificates of Merger and this Agreement.

     SECTION 1.4 Certificate of Incorporation.  (a) The Restated Certificate of
Incorporation of Playboy,  as in effect  immediately prior to the Effective Time
of the Mergers (the "Restated Certificate of Incorporation"), shall become, from
and after the Effective Time of the Mergers, the certificate of incorporation of
the P Surviving  Corporation,  until thereafter altered,  amended or repealed as
provided  therein and in accordance  with  applicable law, except that the first
article of such Restated  Certificate of Incorporation  shall be amended to read
"THE NAME OF THE CORPORATION IS PLAYBOY ENTERPRISES INTERNATIONAL, INC."

          (b)  The  certificate of incorporation of  the  Company, as in  effect
immediately  prior to the  Effective  Time of the Mergers (the  "Certificate  of
Incorporation of the S Surviving Corporation"), shall become, from and after the
Effective  Time  of the  Mergers,  the  Certificate  of  Incorporation  of the S
Surviving Corporation, until thereafter altered, amended or repealed as provided
therein and in accordance with applicable law.

     SECTION 1.5 By-laws. (a) The By-laws of Playboy,  as in effect  immediately
prior to the Effective  Time of the Mergers,  shall  become,  from and after the
Effective Time of the Mergers, the By-laws of the P Surviving Corporation, until
thereafter  altered,  amended or repealed as provided  therein,  in the Restated
Certificate of  Incorporation  of the P Surviving  Corporation and in accordance
with applicable law.

          (b) The  By-laws of the Company, as in effect immediately prior to the
Effective Time of the Mergers,  shall become,  from and after  Effective Time of
the  Mergers,  the  By-laws of the S  Surviving  Corporation,  until  thereafter
altered,  amended  or  repealed  as  provided  therein,  in the  Certificate  of
Incorporation  of the S Surviving  Corporation and in accordance with applicable
law.

     SECTION 1.6  Directors.  The directors of  Playboy  and Merger Sub S at the
Effective  Time  of the  Mergers  shall  be  the  directors  of the P  Surviving
Corporation and the S Surviving Corporation,  respectively, until the earlier of
their death,  resignation  or removal or until their  respective  successors are
duly elected or appointed and qualified, as the case may be.

     SECTION 1.7  Officers.  The officers  of Playboy  and  Merger  Sub S at the
Effective  Time  of the  Mergers  shall  be  the  officers  of  the P  Surviving
Corporation and the S Surviving Corporation,  respectively, until the earlier of
their death,  resignation  or removal or until their  respective  successors are
duly elected or appointed and qualified, as the case may be.


                                    ARTICLE 2

                         CONVERSION OF CAPITAL STOCK OF
                          THE CONSTITUENT CORPORATIONS

     SECTION 2.1 P Merger. As of the Effective Time of the Mergers, by virtue of
the P Merger and  without  any action on the part of the holder of any shares of
Old Playboy Common Stock or any shares of capital stock of Merger Sub P:

          (a)  Conversion of Capital Stock of Merger Sub P. Each share of common
stock,  par  value  $.01 per  share,  of  Merger  Sub P issued  and  outstanding
immediately  prior to the Effective  Time of the Mergers shall be converted into
one (1) fully paid and non-assessable  share of common stock, par value $.01 per
share, of the P Surviving Corporation.

          (b)  Conversion of Old Playboy Class A Common Stock. Each share of Old
Playboy  Class A Common Stock issued and  outstanding  immediately  prior to the
Effective  Time of the Mergers  shall be  converted  into one (1) fully paid and
nonassessable  share of New Playboy  Class A Common  Stock.  As of the Effective
Time of the Mergers,  all such shares of Old Playboy  Class A Common Stock shall
no longer be outstanding  and shall  automatically  be cancelled and retired and
shall cease to exist. As of the Effective Time of the Mergers,  each certificate
theretofore  representing  such  shares  of Old  Playboy  Class A Common  Stock,
without any action on the part of Holdco,  Playboy,  Merger Sub P or the holders
thereof,  shall be deemed to represent a number of shares of New Playboy Class A
Common Stock  equivalent  to that number of shares of Old Playboy Class A Common
Stock formerly  represented by such certificate and shall cease to represent any
rights in any shares of Old Playboy Class A Common Stock.

          (c)  Conversion of Old Playboy Class B Common Stock. Each share of Old
Playboy  Class B Common Stock issued and  outstanding  immediately  prior to the
Effective  Time of the Mergers  shall be  converted  into one (1) fully paid and
nonassessable  share of New Playboy  Class B Common  Stock.  As of the Effective
Time of the Mergers,  all such shares of Old Playboy  Class B Common Stock shall
no longer be outstanding  and shall  automatically  be cancelled and retired and
shall cease to exist. As of the Effective Time of the Mergers,  each certificate
theretofore  representing  such  shares  of Old  Playboy  Class B Common  Stock,
without any action on the part of Holdco,  Playboy,  Merger Sub P or the holders
thereof,  shall be deemed to represent a number of shares of New Playboy Class B
Common Stock  equivalent  to that number of shares of Old Playboy Class B Common
Stock formerly  represented by such certificate and shall cease to represent any
rights in any shares of Old Playboy Class B Common Stock.

          (d) Exchange of Playboy Options. (i) At the Effective Time of the 
Mergers, each holder of an issued and outstanding option exercisable for shares 
of either Old Playboy Class A Common  Stock or Old Playboy  Class B Common Stock
(each a "Playboy  Option" and,  collectively,  the "Playboy  Options") will 
receive,  by virtue of the P Merger and without any action on the part of the 
holder thereof, options  exercisable  for  shares  of New  Playboy  Class A 
Common  Stock or New Playboy Class B Common Stock, respectively, with 
substantially similar terms and conditions as Playboy  Options,  immediately  
prior to the Effective Time of the Mergers.

               (ii) As of the Effective  Time of the Mergers, Holdco shall enter
into an assumption agreement with respect to each Playboy Option which shall 
provide for Holdco's  assumption of the  obligations  of Playboy under the 
relevant  Playboy Stock Option Plans (and any related agreement pursuant to 
which options may have been granted).  Prior to the Effective  Time of the 
Mergers,  Playboy shall make such amendments, if any, to the Playboy Stock 
Option Plans as shall be necessary to permit such assumption in accordance with 
this Section 2.1(d).

               (iii) It is the intention of the Playboy Entities that, to the 
extent that ny of the Playboy Options  constitutes an "incentive  stock option" 
(within the meaning of Section 422 of the Code)  immediately  prior to the 
Effective Time of the Mergers, such Playboy Option shall continue to qualify as 
an incentive stock option to the maximum extent  permitted by Section 422 of 
the Code, and that the assumption of the Playboy Option  provided by this 
Section 2.1 shall satisfy the conditions of Section 424(a) of the Code.

          (e) Conversion of Certain New Playboy Common Stock Held by Playboy.  
At the Effective  Time of the Mergers,  each share of New Playboy  Common Stock 
held by Playboy  shall be converted to the right to receive  $1.00 per share  
payable to Playboy upon surrender of the  certificate  representing  each such 
share of New Playboy  Common Stock to Holdco,  and no shares of stock or other  
securities of Holdco,  or any other  corporation  shall be issuable,  and no 
other  payment or other consideration shall be made, with respect thereto.

          (f) Treasury Shares of Playboy. Each share of Old Playboy Common Stock
held in treasury by Playboy  immediately  prior to the Effective  Time of the 
Mergers shall,  by virtue of the P Merger,  be cancelled and retired and cease 
to exist, without any conversion thereof.

     SECTION 2.2 S Merger. As of the Effective Time of the Mergers, by virtue of
the S Merger and  without  any action on the part of the holder of any shares of
Company Common Stock or any shares of the capital stock of Merger Sub S:

          (a) Conversion of Capital Stock of Merger Sub S. Each share of common 
stock of Merger Sub S, par value $.01 per share,  issued and  outstanding  
immediately prior to the Effective Time of the Mergers shall be converted into
one (1) fully paid and nonassessable share of common stock, par value $.01 per 
share, of the S Surviving Corporation.

          (b) Conversion of Company Common Stock.  Each share of Company Common 
Stock (other than shares of Company Common Stock as to which  dissenters' rights
are exercised and perfected  under Section 262 of the DGCL and Section 2.3(j) or
are cancelled  pursuant to Section 2.2(g)) issued and outstanding  immediately 
prior to the Effective  Time of the Mergers shall be converted  into and 
represent the right  to  receive  in  exchange   therefor  (X)  from  Holdco,   
(i)  the  Cash Consideration  (as  defined  below),  and (ii)  the  number  of  
fully  paid and nonassessable shares of New Playboy Class B Common Stock equal 
to the Conversion Ratio (as such  Conversion  Ratio may be adjusted  in  
accordance  with  Section 2.2(c)) (the "Stock  Consideration"),  and (Y) from 
the Company (as described in the  Transfer  and  Redemption  Agreement),  (i) 
the  number  of fully  paid and non-assessable shares of common stock of Subco, 
par value $.01 per share ("Subco Common  Stock"),  equal to the  Redemption  
Ratio and (ii)  warrants to purchase additional shares of Subco Common Stock 
(such warrants to be in such amounts and on such terms as shall be determined by
the Company) (the "Subco Warrants",  and together with the Subco Common Stock, 
the "Subco Consideration"), payable to the holder  thereof,  without,  in the  
case  of the  Cash  Consideration,  interest thereon,  upon surrender of the 
certificate  representing  such share of Company Common Stock to the S Surviving
 Corporation; provided, however, that each holder of Company Common Stock shall 
receive,  in lieu of any fractional  shares of New Playboy Class B Common Stock 
that such holder would otherwise  receive  pursuant to this Section 2.2(b), cash
equal to the proportionate liquidation value of any such  fractional  shares 
pursuant to terms set forth in Section 2.3; and further provided,  that in any 
event,  if,  between the date of this  Agreement  and the Effective  Time of the
Mergers,  the  outstanding  shares of Old Playboy Class B Common Stock shall 
have been changed, reclassified or converted into a different number of  shares 
or a  different  class,  by  reason  of any  stock  dividend, subdivision, 
reclassification,  recapitalization, split, combination, conversion
or exchange of shares, the Conversion Ratio shall be correspondingly adjusted to
reflect such stock dividend,  subdivision,  reclassification,  recapitalization,
split,   combination,   conversion   or  exchange  of  shares.   The   aggregate
consideration  provided  to holders of Company  Common  Stock  pursuant  to this
Section  2.2(b)  shall be  referred  to as the  "Merger  Consideration".  At the
Effective Time of the Mergers,  all such shares of Company Common Stock shall no
longer be outstanding and shall automatically be cancelled and retired and shall
cease to exist, and each certificate  which  immediately  prior to the Effective
Time of the Mergers  evidenced  any such shares shall  thereafter  represent the
right to receive,  upon  surrender of such  certificate  in accordance  with the
provisions of Section 2.3, the Merger  Consideration into which such shares have
been converted in accordance  herewith.  The holders of certificates  previously
evidencing shares of Company Common Stock  outstanding  immediately prior to the
Effective  Time of the  Mergers  shall  cease to have any  rights  with  respect
thereto  (including,  without  limitation,  any  rights  to vote  or to  receive
dividends  and  distributions  in respect of such  shares),  except as otherwise
provided  herein or by law.  For  purposes  of this  Agreement,  the term  "Cash
Consideration" shall mean $3.60.

          (c) Conversion Ratio. For purposes of this Agreement, the term 
"Conversion Ratio"  shall  mean  0.1371  or such  number  as may be  calculated
by the next succeeding sentence. In the event that the Average Playboy Stock 
Price is either less than $16.042 or greater than $20.988, the Conversion 
Ratio shall be subject to adjustment as follows:

                    (i) if the Average Playboy Stock Price is less than $16.042,
then the Conversion  Ratio shall be equal to the quotient  obtained by dividing
$2.20 by the Average Playboy Stock Price; and

                    (ii) if the Average Playboy Stock Price is greater than 
$20.988, the Conversion  Ratio shall be equal to the quotient  obtained by 
dividing  $2.88 by the Average Playboy Stock Price.

          (d) Average  Playboy Stock  Price. For purposes of this Agreement, the
"Average  Playboy  Stock Price"  shall mean the average of the reported  closing
sales prices per share of the Old Playboy Class B Common Stock quoted on the New
York Stock Exchange (the "NYSE"),  as reported by Bloomberg L.P., for the twenty
(20) consecutive trading days immediately preceding the fifth business day prior
to the Effective Time of the Mergers; provided, however, that if the Old Playboy
Class B Common Stock does not trade on any day in such period, the closing price
per share for such day  shall  mean the  average  of the  closing  bid and asked
prices of Old Playboy Class B Common Stock on such day.

          (e) Joint Press Release. Promptly after the close of trading on the 
NYSE on the  twentieth  day of the twenty  trading days  referred to in the  
immediately preceding paragraph,  Playboy and the Company shall issue a joint 
press release, in a  form  approved  by  Playboy  and  the  Company,  publicly  
announcing  the Conversion Ratio and the amount of the Cash Consideration.

          (f) Conversion of Options.  (i) At the Effective Time of the Mergers,
each outstanding option,  warrant, call,  subscription,  stock appreciation
right or other right or agreement  obligating the Company to issue,  transfer or
sell shares of Company Common Stock (each a "Company Option" and,  collectively,
the "Company  Options"),  shall,  subject to the agreement of the holder thereof
(the "Company  Option  Holder"),  be deemed to have been exercised and each such
Company Option Holder shall receive from Holdco against surrender of the Company
Option and in settlement and cancellation of each such Company Option, an amount
of consideration per Company Option calculated as follows:

                    (A) if the  exercise  price of such  Company  Option  is 
less than the Cash  Consideration,  (x) an amount of cash equal to the Cash
Consideration  less the exercise price of such Company Option, and (y) the Stock
Consideration; and

                    (B) if the exercise  price of such Company  Option is 
greater than or equal to the Cash Consideration, an amount of shares of New
Playboy Class B Common Stock equal to (x) the Stock  Consideration  less (y) the
amount by which the exercise  price of such Company  Option exceeds the value of
the Cash Consideration.

     Notwithstanding  the  foregoing,  (1) if any Person holds Company  Options,
certain of which have an  exercise  price that is less than the  aggregate  Cash
Consideration  payable to such holder with respect to such  Company  Options and
certain of which have an  exercise  price that is more than the  aggregate  Cash
Consideration  payable to such holder with respect to such Company Options,  the
aggregate  exercise price of all of such Company Option Holder's Company Options
shall first be applied to reduce the  aggregate  Cash  Consideration  payable to
such holder  pursuant to this Section 2.2(f) prior to the reduction,  if any, of
the Stock Consideration  payable to such holder and (2) if the exercise price of
a Company Option is greater than the aggregate Cash  Consideration  (such excess
being referred to as the "Excess Amount"), the holder of such Company Option may
elect to pay to the  Company  an amount  equal to the  Excess  Amount in cash in
order to receive the full amount of the Stock Consideration to which such holder
is entitled  pursuant to this  Section  2.2(f)  without  any  reduction  thereof
pursuant to clause (B) of this Section 2.2(f)(i).

                    (ii) In addition, each Company Option Holder shall receive 
from the Company with respect to each share of Company Common Stock subject
to such Company  Option  against  receipt of the Company  Option,  the number of
fully  paid  and  non-assessable  shares  of  Subco  Common  Stock  equal to the
Redemption  Ratio and such number of Subco  Warrants to be issued in  accordance
with Section  2.2(b) with  respect to each share of Company  Common  Stock.  The
aggregate  consideration provided to all Company Option Holders pursuant to this
Section  2.2(f)  shall  be  referred  to  as  the   "Aggregate   Company  Option
Consideration".

                    (iii) With respect to those Company  Option Holders who do 
not agree to the  exercise of any Company  Options,  such  Company  Options
shall, upon exercise thereof and against receipt of the Company Option,  receive
in settlement and cancellation  therefor an amount of  consideration  calculated
pursuant to clauses (i) and (ii) of this Section 2.2(f).

          (g)  Treasury Shares.  Each  share of Company Common Stock and Company
Convertible  Preferred held in treasury by the Company and each share of Company
Common  Stock and  Company  Convertible  Preferred  owned by any of the  Playboy
Entities or any direct or indirect wholly-owned subsidiary of any of the Playboy
Entities immediately prior to the Effective Time of the Mergers shall, by virtue
of the S Merger and  without  any action on the part of the holder  thereof,  be
cancelled and retired and cease to exist without any conversion thereof.

          (h)  Conversion of Company Convertible Preferred. Each share of 
Company  Convertible  Preferred  (other than shares of Company  Convertible
Preferred as to which  dissenters'  rights are  exercised  and  perfected  under
Section 262 of the DGCL and Section 2.3(j) or are cancelled  pursuant to Section
2.2(g)) issued and  outstanding  immediately  prior to the Effective Time of the
Mergers  shall be converted  into and represent the right to receive in exchange
therefor the amount of Merger  Consideration  pursuant to Section 2.2(b) as such
holder  would  have  been  entitled  to  receive  had  such  shares  of  Company
Convertible  Preferred  been  converted  into  shares of  Company  Common  Stock
immediately prior to the Effective Time of the Mergers.

    SECTION 2.3         Exchange of Certificates.

          (a) Exchange  Agent.  Prior to the Effective  Time of the Mergers,  
Playboy  shall  appoint  Harris  Trust and Savings  Bank to act as exchange
agent in the Mergers  (the  "Exchange  Agent")  pursuant  to an  exchange  agent
agreement on terms  reasonably  satisfactory to each of Playboy and the Company,
for purposes of effecting  the  exchange  for the Merger  Consideration.  At the
Effective Time of the Mergers, Holdco shall deposit with the Exchange Agent, for
the  benefit  of the  holders  of shares of  Company  Common  Stock and  Company
Convertible  Preferred,  for exchange in accordance with this Article 2, through
the Exchange Agent: (i) cash in the aggregate amount equal to the product of (x)
the Cash Consideration  multiplied by (y) the number of shares of Company Common
Stock  outstanding  immediately  prior  to the  Effective  Time  of the  Mergers
(including  such  number of shares of  Company  Common  Stock as the  holders of
Company Convertible Preferred would have been entitled to receive if such shares
of Company  Convertible  Preferred had been  converted into Company Common Stock
immediately  prior to the  Effective  Time of the Merger) (the  "Aggregate  Cash
Consideration"),  and (ii)  certificates  representing  the aggregate  number of
shares of New Playboy Class B Common Stock as determined pursuant to Section 2.2
and (iii) cash in lieu of fractional  shares pursuant to Section  2.3(e)(i).  At
the Effective  Time of the Mergers,  the Company shall deposit with the Exchange
Agent,  for the benefit of the holders of the shares of Company Common Stock and
Company Convertible  Preferred,  for exchange in accordance with this Article 2,
through the Exchange  Agent,  certificates  representing  shares of Subco Common
Stock in an amount  equal to the  aggregate  number of shares of Company  Common
Stock multiplied by the Redemption Ratio and certificates representing the Subco
Warrants  to be  issued  pursuant  to  Section  2.2(b).  For  purposes  of  this
Agreement,  the Cash  Consideration,  such shares of New Playboy  Class B Common
Stock,  cash in lieu of  fractional  shares of New Playboy Class B Common Stock,
such shares of Subco Common Stock,  together with any dividends or distributions
with respect thereto, and such Subco Warrants are hereinafter referred to as the
"Exchange  Fund" and such shares of New Playboy  Class B Common  Stock and Subco
Common Stock and such Subco Warrants are hereinafter collectively referred to as
the "S Merger  Securities".  The Exchange  Agent shall,  pursuant to irrevocable
instructions,  make the  payments  provided  for in  Section  2.2(b)  out of the
Exchange Fund.  The Exchange Agent shall deliver the S Merger  Securities out of
the Exchange Fund as directed by Playboy or Holdco.

          (b) Exchange Procedures.  Promptly after the Effective Time of the
Mergers,  Playboy or Holdco shall  instruct  the Exchange  Agent to mail to
each holder of record of (i) a certificate  or  certificates  which  immediately
prior to the Effective Time of the Mergers represented outstanding shares of the
Company Common Stock and (ii) a certificate or  certificates  which  immediately
prior to the Effective  Time of the Mergers  represented  outstanding  shares of
Company Convertible Preferred (collectively,  the "Company Certificates") (other
than those holders who have exercised dissenters' rights pursuant to Section 262
of the DGCL and have not  subsequently  withdrawn  or lost  such  rights)  whose
shares  were  converted  into the  right to  receive  the  Merger  Consideration
pursuant to Section  2.2(b),  (i) a letter of  transmittal  (which shall specify
that  delivery  shall be  effected,  and risk of loss and  title to the  Company
Certificates  shall pass, only upon delivery of the Company  Certificates to the
Exchange  Agent  and shall be in such form and have  such  other  provisions  as
Playboy or Holdco  may  reasonably  specify)  and (ii)  instructions  for use in
effecting the surrender of the Company  Certificates  in exchange for the Merger
Consideration.  Upon surrender of a Company  Certificate for cancellation to the
Exchange  Agent,  together with such letter of transmittal,  duly executed,  and
such other  documents  as  reasonably  may be  required  by the  Exchange  Agent
pursuant to such  instructions,  and acceptance  thereof by the Exchange  Agent,
each  holder of a Company  Certificate  shall be entitled to receive in exchange
therefor,  (A) the Cash  Consideration that such holder has the right to receive
pursuant to Section 2.2(b) or 2.2(h), (B) certificates representing the S Merger
Securities that such holder has the right to receive  pursuant to the provisions
of this Article 2, (C) any dividends or other distributions to which such holder
is  entitled  pursuant to Section  2.3(c) and (D) cash in respect of  fractional
shares of New Playboy Class B Common Stock as provided in Section 2.3(e)(i), and
the Company  Certificate  so  surrendered  shall  forthwith  be  cancelled.  The
Exchange Agent shall accept such Company  Certificate  upon compliance with such
reasonable  terms and  conditions as the Exchange  Agent may impose to effect an
orderly exchange thereof in accordance with normal exchange practices. After the
Effective Time of the Mergers,  there shall be no further  transfer on the books
and records of the Company or its transfer agent of Company Certificates, and if
such Company Certificates are presented to the Company or its transfer agent for
transfer,  they shall be cancelled  against delivery of the Cash  Consideration,
certificates  representing  the S  Merger  Securities  and  cash in  respect  of
fractional shares of New Playboy Class B Common Stock. If any certificates for S
Merger  Securities  are to be  issued  in a name  other  than  that in which the
Company  Certificate  surrendered  for  exchange  is  registered,  it shall be a
condition of such exchange that the Company  Certificate so surrendered shall be
properly endorsed,  with the signature  guaranteed,  or otherwise in proper form
for  transfer  and that the Person  requesting  such  exchange  shall pay to the
Company or its transfer  agent any transfer or other taxes required by reason of
the issuance of certificates  representing  such S Merger Securities in the name
other than that of the registered holder of the Company Certificate surrendered,
or establish to the  satisfaction of the Company or its transfer agent that such
tax has been paid or is not  applicable.  Until  surrendered as  contemplated by
this Section 2.3, each Company Certificate shall be deemed at any time after the
Effective  Time of the Mergers to represent  only the right to receive upon such
surrender  the  Cash  Consideration,  certificates  representing  the  S  Merger
Securities  to which such  holder is  entitled,  cash in  respect of  fractional
shares of New Playboy Class B Common Stock and other dividends, distributions or
payments as  contemplated by this Article 2 or to perfect such holder's right to
receive payment for such holder's shares pursuant to Section 262 of the DGCL and
Section 2.3(j) hereof if such holder has validly  exercised and not withdrawn or
lost such holder's right to receive payment for such holder's shares pursuant to
Section 262 of the DGCL. Subject to applicable law,  following  surrender of any
such Company Certificate,  there shall be paid to the record holder thereof, the
Cash Consideration and the certificates  representing the shares of the S Merger
Securities  issued in  exchange  therefor,  as well as,  (x) at the time of such
surrender,  the amount of any cash payable in lieu of a fractional  share of New
Playboy  Class B Common  Stock to which  such  holder is  entitled  pursuant  to
Section 2.3(e)(i), (y) at the time of such surrender, the amount of dividends or
other  distributions  or payments with a record date after the Effective Time of
the Mergers theretofore paid with respect to such shares of S Merger Securities,
and (z) at the  appropriate  payment  date,  the  amount of  dividends  or other
distributions  or payments  with a record date after the  Effective  Time of the
Mergers  but prior to  surrender  and a payment  date  subsequent  to  surrender
payable with respect to such whole  shares of S Merger  Securities.  In no event
shall Persons  entitled to receive such dividends,  distributions or payments be
entitled to receive any interest thereon.

          (c)  Distributions  with Respect to  Unexchanged  Shares of Company  
Common Stock. No dividends or other  distributions or payments  declared or
made  after the  Effective  Time of the  Mergers  with  respect to shares of New
Playboy Class B Common Stock with a record date after the Effective  Time of the
Mergers  shall be paid to the holder of any  unsurrendered  Company  Certificate
with  respect  to the shares of New  Playboy  Class B Common  Stock  represented
thereby and no cash  payment in lieu of  fractional  shares shall be paid to any
such  holder  pursuant  to this  Section  2.3 until the holder of record of such
Company Certificate shall surrender such Company Certificate.

          (d)  Further  Ownership  Rights.  The Cash  Consideration  and the S 
Merger  Securities  comprising  the Merger  Consideration  issued  upon the
surrender for exchange of Company  Certificates  in accordance with the terms of
this  Article  2,  together  with  any  dividends,   distributions  or  payments
contemplated  by  Section  2.3(b) and any cash in lieu of  fractional  shares as
contemplated  by Section  2.3(e)(i),  shall be deemed to have been  issued  (and
paid) in full  satisfaction  of all rights  pertaining  to the shares of Company
Common Stock or Company Convertible  Preferred  theretofore  represented by such
Company  Certificates.  If, after the  Effective  Time of the  Mergers,  Company
Certificates are presented to the S Surviving  Corporation or the Exchange Agent
for any  reason,  they shall be  cancelled  and  exchanged  as  provided in this
Article 2.

          (e)  No  Fractional   Shares.  (i)  No  certificates  or  scrip  
evidencing  fractional  shares of New Playboy Class B Common Stock shall be
issued upon the  surrender  for exchange of the Company  Certificates,  and such
fractional  share interests will not entitle the owner thereof to vote or to any
rights of a  stockholder  of the S  Surviving  Corporation.  In lieu of any such
fractional  share,  each  holder of shares of  Company  Common  Stock or Company
Convertible  Preferred who would otherwise have been entitled to a fraction of a
share of New Playboy Class B Common Stock upon surrender of Company Certificates
for exchange  shall be paid upon such  surrender  cash (without  interest) in an
amount equal to such  fraction  multiplied by the closing price per share of Old
Playboy Class B Common Stock on the date of the Effective Time of the Mergers.

               (ii) No certificates or scrip evidencing  fractional shares of 
Subco Common Stock or fractional  Subco  Warrants  shall be issued upon the
surrender  for  exchange  of  the  Company  Certificates,  and  such  fractional
interests  will not  entitle  the owner  thereof  to vote or to any  rights of a
stockholder  of Subco.  In lieu of any such  fractional  share,  any  fractional
interest of a share of Subco Common Stock or a Subco Warrant shall be rounded up
to one (1) share of Subco Common Stock or one (1) Subco  Warrant,  respectively,
and each  holder  of shares  of  Company  Common  Stock or  Company  Convertible
Preferred  who would  otherwise  have been  entitled to a fraction of a share of
Subco Common Stock upon surrender of Company  Certificates for exchange shall be
entitled  to one (1)  share of Subco  Common  Stock  or one (1)  Subco  Warrant,
respectively, on the date of the Effective Time of the Mergers.

          (f)  Termination  of Exchange  Fund. Any portion of the Exchange Fund 
which remains  undistributed to the former  stockholders of the Company for
twelve  months  after the  Effective  Time of the Mergers  shall be delivered to
Playboy,  upon demand,  and any former  stockholders of the Company who have not
theretofore  complied with this Article 2 shall  thereafter look only to Playboy
for payment of their claim for any Merger  Consideration  and any  dividends  or
distributions  or other  payments  with  respect to Company  Common Stock or any
payments pursuant to Section 262 of the DGCL.

          (g) Withholding Rights.  Playboy or the Exchange Agent shall be 
entitled to deduct and withhold from the  consideration  otherwise  payable
pursuant  to this  Agreement  to any holder of shares of Company  Common  Stock,
Company Convertible  Preferred or Company Options such amounts as Playboy or the
Exchange  Agent is required to deduct and withhold with respect to the making of
such payment  under the Code, or any  provision of  applicable  state,  local or
foreign tax law;  provided,  that (i) any such deduction and  withholding  shall
first be made from the Cash Consideration payable to such holder and (ii) to the
extent that the aggregate  amount of such deduction and withholding  exceeds the
aggregate  amount  of the  Cash  Consideration  payable  to  such  holder,  such
deduction  and  withholding  shall  then be made  from the  Stock  Consideration
payable  to such  holder  (except to the extent  that such  holder  makes a cash
payment to the Company to be applied to such  deduction and  withholding in lieu
of  deducting  and  withholding  from the Stock  Consideration).  A schedule  of
deductions and withholdings pursuant to this Section 2.3(g) shall be prepared by
the  Company  and  delivered  to Playboy  for  Playboy's  review  and  comments;
provided, that the final determination of such deductions and withholdings shall
be made by Playboy. To the extent that amounts are so withheld by Playboy or the
Exchange Agent,  such withheld amounts shall be treated for all purposes of this
Agreement  as having  been paid to the holder of the  shares of  Company  Common
Stock or Company  Convertible  Preferred in respect of which such  deduction and
withholding was made by the S Surviving Corporation or the Exchange Agent.

          (h) No  Liability.  None  of the  Playboy  Entities,  the  Company,  
or the Exchange  Agent shall be liable to any Person in respect of any Cash
Consideration  or the S Merger  Securities  comprising the Merger  Consideration
delivered to a public official  pursuant to any applicable  abandoned  property,
escheat or similar law.

          (i) Lost,  Stolen or  Destroyed  Certificates.  If any Company  
Certificate shall have been lost,  stolen or destroyed,  the Exchange Agent
shall issue in exchange for such lost, stolen or destroyed Company  Certificate,
upon the making of an affidavit of that fact by the holder thereof,  such shares
of New Playboy Class B Common Stock as may be required  pursuant to Section 2.2;
provided,  however,  that  Playboy  may,  in its  discretion  and as a condition
precedent to the  issuance  thereof,  require the owner of such lost,  stolen or
destroyed Company Certificate to deliver a bond in such sum as it may reasonably
direct as indemnity  against any claim that may be made  against  Playboy or the
Exchange  Agent with  respect to the  Company  Certificate  alleged to have been
lost, stolen or destroyed.

          (j) Dissenters' Rights.  Notwithstanding any provision of this 
Agreement to the  contrary,  any shares of Company  Common Stock or Company
Convertible Preferred outstanding immediately prior to the Effective Time of the
Mergers held by a holder who has demanded and perfected  the right,  if any, for
appraisal of those shares in  accordance  with the  provisions of Section 262 of
the DGCL and as of the  Effective  Time of the Mergers has not withdrawn or lost
such right to such appraisal  ("Dissenting  Shares") shall not be converted into
or  represent  a right to receive the Merger  Consideration  pursuant to Section
2.2,  but the holder shall only be entitled to such rights as are granted by the
DGCL.  If a holder of shares of Company  Common  Stock who demands  appraisal of
those shares under the DGCL shall effectively  withdraw or lose (through failure
to perfect or otherwise) the right to appraisal,  then, as of the Effective Time
of the Mergers or the  occurrence of such event,  whichever  last occurs,  those
shares  shall be  converted  into and  represent  only the right to receive  the
Merger  Consideration  as  provided  in  Section  2.2,  without  interest,  upon
compliance with the provisions, and subject to the limitations,  of Section 2.3.
The  Company  shall give  Playboy (i) prompt  notice of any written  demands for
appraisal  of  any  shares  of  Company  Common  Stock  or  Company  Convertible
Preferred,  attempted  withdrawals  of such demands,  and any other  instruments
served   pursuant  to  the  DGCL  and  received  by  the  Company   relating  to
stockholders'  rights of  appraisal,  and (ii) the  opportunity  to  direct  all
negotiations  and  proceedings  with respect to demands for appraisal  under the
DGCL. The Company shall not,  except with the prior written  consent of Playboy,
voluntarily  make any  payment  with  respect to any demands  for  appraisal  of
Company Common Stock or Company Convertible Preferred, offer to settle or settle
any such demands or approve any withdrawal of any such demands.

                                    ARTICLE 3

                  REPRESENTATIONS AND WARRANTIES OF THE COMPANY


     The Company  hereby  represents  and  warrants  to the Playboy  Entities as
follows:

     SECTION 3.1 Organization and Qualification; Subsidiaries.

          (a) Each of the Company  and each of the Persons in which the Company 
owns or controls,  directly or indirectly,  at least a fifty percent voting
or economic interest  (collectively,  the "Company  Subsidiaries") has been duly
organized,  and is validly  existing and in good standing  under the laws of the
jurisdiction of its  incorporation or organization,  as the case may be, and has
the requisite  power and authority to own,  lease and operate its properties and
to carry on its business as it is now being conducted,  except where the failure
to be so  organized,  existing  or in  good  standing  or to  have  such  power,
authority and  governmental  approvals could not reasonably be expected to have,
individually or in the aggregate, a Company Material Adverse Effect. Each of the
Company  and the  Company  Subsidiaries  is duly  qualified  or  licensed  to do
business,  and is in good standing,  in each jurisdiction where the character of
the  properties  owned,  leased or operated by it or the nature of its  business
makes such qualification or licensing necessary,  except for such failures to be
so qualified  or licensed  and in good  standing  that could not  reasonably  be
expected to have,  individually or in the aggregate,  a Company Material Adverse
Effect. For purposes of this Agreement,  "Company Material Adverse Effect" means
any  change,  event or effect  (i) in, on or  relating  to the  business  of the
Company and the Company  Subsidiaries  that is, or is  reasonably  likely to be,
materially  adverse  to the  business,  assets  (including  intangible  assets),
liabilities  (contingent  or  otherwise),  condition  (financial or  otherwise),
prospects or results of operations  of the Company and the Company  Subsidiaries
taken as a whole,  other  than (A) any change or effect  arising  out of general
economic  conditions in the United States or (B) a change in the market price of
the Company Common Stock not accompanied by one or more other changes, events or
effects of the type described above in this clause (i); or (ii) that may prevent
or materially delay the performance of this Agreement or the Related  Agreements
by the Company or any of the Company  Subsidiaries  or the  consummation  of the
transactions   contemplated   by  this  Agreement  or  the  Related   Agreements
(including, without limitation, the Mergers and the Related Transactions).

          (b) The copies of the Company's Certificate of Incorporation, as 
amended to the date hereof, and the Company's Amended and Restated By-laws,
as amended to the date hereof  (collectively,  the "Company Charter Documents"),
that are exhibits to the Company's annual report on Form 10-K for the year ended
December 31, 1997, are complete and correct copies thereof.  The Company Charter
Documents   and  all   comparable   organizational   documents  of  the  Company
Subsidiaries are in full force and effect.

     SECTION 3.2 Capitalization of the Company and its Subsidiaries.

          (a) The authorized  capital stock of the Company consists of 
(i) 25,000,000  shares of common stock,  par value $.01 per share ("Company
Common Stock"), of which, as of April 30, 1998,  approximately 11,666,438 shares
were issued and outstanding,  and (ii) 10,000,000 shares of preferred stock, par
value $.01 per share (the "Company Preferred Stock"),  50,000 of which have been
designated  Convertible  Preferred Stock Series 1997-A (the "Company Convertible
Preferred")  and  300,000  of  which  have  been  designated   Series  B  Junior
Participating  Preferred  Stock (the "Junior  Preferred")  and, of which,  as of
April 30, 1998,  approximately  26,850 shares of Company  Convertible  Preferred
were issued and  outstanding  and no shares of Junior  Preferred were issued and
outstanding.  All of the issued and  outstanding  shares of Company Common Stock
and Company  Preferred Stock have been duly  authorized,  validly issued and are
fully paid,  nonassessable and free of preemptive  rights. As of April 30, 1998,
approximately  4,457,528  shares of  Company  Common  Stock  were  reserved  for
issuance  and issuable  upon or otherwise  deliverable  in  connection  with the
exercise of outstanding  Company  Options  issued  pursuant to the Company Stock
Option  Plans.  Schedule  3.2(a) to this  Agreement  sets forth,  as of the date
hereof,  (i) the Persons to whom  Company  Options have been  granted,  (ii) the
exercise  price for the Company  Options  held by each such Person and (iii) the
number of vested  and  unvested  Company  Options.  Except as  disclosed  in the
Company Filed SEC Reports and as set forth on Schedule 3.2(a) to this Agreement,
since April 1, 1998, no shares of the  Company's  capital stock have been issued
other than pursuant to the exercise of Company  Options  already in existence on
such date,  and,  since April 1, 1998, no stock options have been granted by the
Company  to any  Person.  Except as set forth  above,  as set forth on  Schedule
3.2(a) to this Agreement, or as contemplated in the Related Transactions,  as of
the date hereof,  there are  outstanding (i) no shares of capital stock or other
voting  securities  of the  Company,  (ii) no  securities  of the Company or any
Company Subsidiary  convertible into or exchangeable for shares of capital stock
or voting securities of the Company, (iii) no options,  warrants or other rights
to acquire from the Company or any Company Subsidiary, and no obligations of the
Company or any Company Subsidiary to issue, any capital stock, voting securities
or  securities  convertible  into or  exchangeable  for capital  stock or voting
securities  of  the  Company,  (iv)  no  equity  equivalents,  interests  in the
ownership or earnings of the Company or any Company  Subsidiary or other similar
rights  (including  stock  appreciation  rights) (the items listed in subclauses
(i),  (ii),  (iii)  and  (iv)  being  referred  to,  collectively,  as  "Company
Securities") and (v) no obligations of the Company or any Company  Subsidiary to
repurchase,  redeem or otherwise acquire any Company  Securities.  Except as set
forth on Schedule 3.2(a) to this Agreement, there are no stockholder agreements,
voting trusts or other  agreements or  understandings  to which the Company is a
party or by which it is bound  relating  to the  voting or  registration  of any
shares of capital stock of the Company.

          (b) Each outstanding  share of capital stock of each Company  
Subsidiary is duly authorized, validly issued, fully paid and nonassessable
and each such share  owned by the  Company or a Company  Subsidiary  is free and
clear of all security interests,  liens,  claims,  pledges,  options,  rights of
first refusal,  limitations on voting rights,  charges and other encumbrances of
any nature whatsoever  (collectively,  "Liens"), except as set forth on Schedule
3.2(b) to this  Agreement  or where  failure to own such  shares  free and clear
could not reasonably be expected to have,  individually  or in the aggregate,  a
Company   Material  Adverse  Effect.   There  are  no  outstanding   contractual
obligations of the Company or any Company  Subsidiary to  repurchase,  redeem or
otherwise  acquire any  outstanding  shares of capital stock or other  ownership
interests  in or make  any  other  investment  (in the  form of a loan,  capital
contribution of otherwise) in any Company Subsidiary or any other Person.

          (c) The Company Common Stock constitutes the only class of securities 
of the  Company or any  Company  Subsidiary  registered  or  required to be
registered under the Securities  Exchange Act of 1934, as amended (the "Exchange
Act").

     SECTION 3.3 Authority Relative to this Agreement; Board Action.

          (a) The  Company  has,  or will have,  all  necessary  corporate  
power and  authority to execute and deliver this  Agreement and the Related
Agreements  to  which  it  is  a  party  and  to  consummate  the   transactions
contemplated  by this Agreement or the Related  Agreements  (including,  without
limitation,  the  Mergers  and the  Related  Transactions).  The  execution  and
delivery of this Agreement and the Related Agreements to which it is a party and
the  consummation  of the  transactions  contemplated  by this  Agreement or the
Related Agreements (including,  without limitation,  the Mergers and the Related
Transactions) have been duly and unanimously  approved by the board of directors
of the Company (the "Company Board"), and no other corporate  proceedings on the
part of the Company are, or will be,  necessary to authorize  this  Agreement or
the Related  Agreements to which it is a party or to consummate the transactions
contemplated  by this Agreement or the Related  Agreements  (including,  without
limitation,  the Mergers and the Related Transactions) (other than, with respect
to the Mergers,  the approval and adoption of this Agreement by the holders of a
majority of the then outstanding shares of Company Common Stock). This Agreement
and the  Related  Agreements  to  which  it is a party  have  been,  or will be,
assuming the due  authorization,  execution  and delivery of the same by each of
the other parties hereto or thereto,  duly and validly executed and delivered by
the Company constitute, or will constitute,  valid, legal and binding agreements
of the  Company,  enforceable  against  the  Company  in  accordance  with their
respective  terms,  subject  to  (i)  bankruptcy,  insolvency,   reorganization,
fraudulent  conveyance  or transfer,  moratorium  and other  similar laws now or
hereafter in effect  relating to or affecting  creditors'  rights  generally and
(ii)  general  principles  of equity  (regardless  of  whether  considered  in a
proceeding at law or in equity).

          (b) The Company Board has recommended  that the stockholders of the 
Company approve and adopt this Agreement.

     SECTION 3.4 SEC Filings; Financial Statements.

          (a) Since December 31, 1994,  the Company has filed all forms,  
reports and documents  (including  all exhibits  thereto) (the "Company SEC
Reports") required to be filed with the Securities and Exchange  Commission (the
"SEC") each of which has complied in all material  respects with all  applicable
requirements of the Securities Act of 1933, as amended (the  "Securities  Act"),
and the  Exchange  Act,  each as in effect on the dates such forms,  reports and
documents were filed other than as set forth on Schedule 3.4(a). The Company has
heretofore delivered to or made available to Playboy, in the form filed with the
SEC  (including  any  amendments  and all exhibits  thereto) the following  (the
"Company  Filed SEC  Reports"):  (i) its Annual Reports on Form 10-K for each of
the fiscal years ended  December 31, 1995,  December 31, 1996,  and December 31,
1997, (ii) all definitive proxy statements relating to the Company's meetings of
stockholders  (whether annual or special) held since December 31, 1994 and prior
to the date of this  Agreement  and  (iii)  all other  reports  or  registration
statements filed prior to the date of this Agreement by the Company with the SEC
since  December  31, 1994 (other than  reports on Form 10-Q or on Form 8-K filed
before May 15, 1998). None of the Company SEC Reports contained, when filed, any
untrue statement of a material fact or omitted to state a material fact required
to be stated or incorporated by reference  therein or necessary in order to make
the  statements  therein,  in light of the  circumstances  under which they were
made,  not  misleading.  The  consolidated  financial  statements of the Company
included or incorporated by reference in the Company SEC Reports  complied as to
form in all material  respects with applicable  accounting  requirements and the
published  rules and regulations of the SEC with respect thereto and all of such
financial  statements fairly present,  in all material  respects,  in conformity
with generally  accepted  accounting  principles  applied on a consistent  basis
("GAAP")  (except as may be indicated  in the notes  thereto and except that the
unaudited  financial  statements  may not include all notes thereto  required by
GAAP),  the  consolidated  financial  position  of the  Company  and the Company
Subsidiaries  as  of  the  dates  thereof  and  their  consolidated  results  of
operations  and cash flows for the periods then ended  (subject,  in the case of
the unaudited interim  financial  statements,  to normal year-end  adjustments),
except as set forth on Schedule 3.4(a). Since March 31, 1998, there has not been
any change,  or any application or request for any change, by the Company or any
Company Subsidiary in accounting  principles,  methods or policies for financial
accounting or tax purposes.

          (b) The Company has  heretofore  made  available  to Playboy a 
complete  and correct  copy of any material  amendments  or  modifications,
which have not yet been filed with the SEC, to  agreements,  documents  or other
instruments  which  prior to the date of this  Agreement  had been  filed by the
Company with the SEC pursuant to the Securities Act or the Exchange Act.

     SECTION 3.5 Information Supplied.

          (a) None of the  information  supplied  or to be  supplied  by the  
Company  concerning  the  Company,  Subco or the Company  Subsidiaries  for
inclusion or  incorporation  by reference in (i) the  Registration  Statement on
Form S-4 to be filed with the SEC by Playboy in connection  with the issuance of
shares of New Playboy  Class B Common  Stock in the  Mergers and the  prospectus
contained  therein (the "S-4")  will,  at the time the S-4 is filed with the SEC
and at the time it becomes  effective  under the  Securities  Act,  contain  any
untrue  statement of a material fact or omit to state any material fact required
to be stated therein or necessary to make the statements therein not misleading,
and (ii) the proxy statement, including the prospectus referred to in clause (i)
above,  relating to the Company  Stockholders  Meeting to be held in  connection
with the transactions  contemplated by this Agreement and the Related Agreements
(the "Proxy Statement") will, at the date mailed to stockholders and at the time
of  the  Company  Stockholders  Meeting  to be  held  in  connection  with  such
transactions,  contain any untrue  statement of a material fact or omit to state
any material  fact  required to be stated  therein or necessary in order to make
the statements therein, in light of the circumstances under which they are made,
not misleading.  If, at any time prior to the Effective Time of the Mergers, any
event with  respect to the  Company,  the Company  Subsidiaries  or any of their
respective officers and directors should occur which is required to be described
in an amendment  of, or a  supplement  to, the S-4 or the Proxy  Statement,  the
Company shall  promptly so advise  Playboy and such event shall be so described,
and  such  amendment  or  supplement  (which  Playboy  shall  have a  reasonable
opportunity  to review and comment  upon)  shall be promptly  filed with the SEC
and, as required by law,  disseminated to the  stockholders of the Company.  The
Proxy Statement,  insofar as it relates to the Company  Stockholders  Meeting to
vote on the Mergers and, if necessary, the Related Transactions,  will comply as
to form in all material respects with the provisions of the Exchange Act and the
rules and regulations  thereunder.  Notwithstanding  the foregoing,  the Company
makes no representation or warranty with respect to any information  supplied by
any of the Playboy  Entities which is contained or incorporated by reference in,
or  furnished  in  connection  with the  preparation  of,  the S-4 or the  Proxy
Statement.

          (b) None of the  information  supplied or to be supplied by the
Company for  inclusion or  incorporation  by reference in the  registration
statement on Form S-1, or any other  appropriate  form, to be filed with the SEC
by the  Company  in  connection  with the  registration  of shares of Subco (the
"S-1")  will,  at the  time  the S-1 is  filed  with  the SEC and at the time it
becomes  effective under the Securities Act,  contain any untrue  statement of a
material fact or omit to state a material fact required to be stated  therein or
necessary to make the statements therein not misleading. If at any time prior to
the Effective  Time of the Mergers,  any event with respect to the Company,  the
Company  Subsidiaries,  Subco or any of their respective  officers and directors
should  occur  which is  required  to be  described  in an  amendment  of,  or a
supplement  to, the S-1, the Company shall  promptly so advise  Playboy and such
event shall be so described,  and such  amendment or supplement  (which  Playboy
shall have a reasonable  opportunity  to review and  approve)  shall be promptly
filed with the SEC and, as required by law,  disseminated to the stockholders of
the Company.

     SECTION 3.6  Consents and  Approvals;  No  Violations.  Except for filings,
permits,  authorizations,  consents and approvals as may be required under,  and
other  applicable  requirements  of, the Securities Act, the Exchange Act, state
securities or blue sky laws, the filing and  recordation of the  Certificates of
Merger  as  required  by the  DGCL,  or as set  forth  on  Schedule  3.6 to this
Agreement,  no  filing,  registration  or  submission  with or notice to, and no
permit, authorization,  consent or approval of or with, any court or tribunal or
administrative,  governmental  or regulatory  body,  agency or authority (each a
"Governmental  Entity") is, or will be, necessary for the execution and delivery
by the Company of this Agreement or the Related  Agreements to which the Company
is a party, or the consummation by the Company of the transactions  contemplated
by this Agreement or the Related Agreements (including,  without limitation, the
Mergers and the Related Transactions),  except consents or approvals the failure
of which to obtain could not  reasonably be expected to have a Company  Material
Adverse  Effect.  Except  as set forth on  Schedule  3.6 to this  Agreement,  no
consent  or  approval  of any  third  party is,  or will be,  necessary  for the
execution  and  delivery  by the  Company  of  this  Agreement  or  the  Related
Agreements to which the Company or any of the Company Subsidiaries is a party or
the  consummation  by the  Company  of the  transactions  contemplated  by  this
Agreement or the Related Agreements (including,  without limitation, the Mergers
and the  Related  Transactions).  Except  as set forth on  Schedule  3.6 to this
Agreement,  none of the  execution,  delivery and  performance by the Company of
this  Agreement  or the  Related  Agreements  to which the Company or any of the
Company  Subsidiaries is a party,  or the  consummation by the Company or any of
the Company  Subsidiaries of the transactions  contemplated by this Agreement or
the  Related  Agreements  (including,  without  limitation,  the Mergers and the
Related  Transactions)  will (a)  conflict  with or result in any  breach of any
provision  of the Company  Charter  Documents or any  comparable  organizational
document of any Company  Subsidiary,  (b) result in a violation or breach of, or
constitute  (with or without  due notice or lapse of time or both) a default (or
give rise to any right of termination,  amendment,  cancellation or acceleration
or Lien) under,  any of the terms,  conditions or provisions of any note,  bond,
mortgage,  indenture, lease, license, contract, agreement or other instrument or
obligation to which the Company or any of the Company Subsidiaries is a party or
by which any of them or any of their  respective  properties  or  assets  may be
bound, or (c) assuming that all consents, permits, approvals, authorizations and
other  actions  described in the  preceding  sentence have been obtained and all
filings described in the preceding  sentence have been made,  violate any order,
writ,  injunction,  decree, law, statute,  rule or regulation  applicable to the
Company or any of the Company Subsidiaries or any of their respective properties
or assets,  except in the case of clause (b) or (c) for violations,  breaches or
defaults which could not reasonably be expected to have,  individually or in the
aggregate, a Company Material Adverse Effect.

     SECTION  3.7 No  Default.  Except  as set  forth  on  Schedule  3.7 to this
Agreement,  none of the  Company  or any  Company  Subsidiary  is in  default or
violation  (and no event has occurred which with due notice or the lapse of time
or both would  constitute  a default or  violation)  of any term,  condition  or
provision  of (i) the Company  Charter  Documents or  comparable  organizational
documents of any Company Subsidiary,  (ii) any note, bond, mortgage,  indenture,
lease, license,  contract,  agreement or other instrument or obligation to which
the Company or any Company  Subsidiary is now a party or by which any of them or
any of their  respective  properties  or assets may be bound or (iii) any order,
writ,  injunction,  decree, law, statute,  rule or regulation  applicable to the
Company, any Company Subsidiary or any of their respective properties or assets,
except in the case of clause (ii) or (iii) for violations,  breaches or defaults
that could not reasonably be expected to have, individually or in the aggregate,
a Company Material Adverse Effect.

     SECTION 3.8 No Undisclosed  Liabilities;  Absence of Changes. Except as and
to the extent  disclosed in the Company  Filed SEC Reports or on Schedule 3.8 to
this  Agreement,  as of March 31,  1998,  neither  the  Company  nor any Company
Subsidiary had any  liabilities  or  obligations  of any nature,  whether or not
accrued,  contingent or otherwise,  and whether due or to become due or asserted
or  unasserted,  which would be required by GAAP to be  reflected  in,  reserved
against or otherwise described in the consolidated  balance sheet of the Company
(including  the notes  thereto)  as of such date or which  could  reasonably  be
expected to have a Company Material  Adverse Effect.  Except as disclosed by the
Company in the Company  Filed SEC Reports or on Schedule 3.8 to this  Agreement,
since March 31, 1998,  the business of the Company and the Company  Subsidiaries
has been  carried  on only in the  ordinary  and  usual  course  and in a manner
consistent  with past practice,  neither the Company nor any Company  Subsidiary
has incurred any liabilities of any nature,  whether or not accrued,  contingent
or otherwise and whether due or to become due or asserted or  unasserted,  which
could reasonably be expected to have, and there have been no events,  changes or
effects  with respect to the Company or any Company  Subsidiary  having or which
could reasonably be expected to have, a Company Material Adverse Effect.  Except
as  disclosed  in the  Company  Filed SEC  Reports  or on  Schedule  3.8 to this
Agreement,  since March 31, 1998,  there has not been (i) any material change by
the  Company  in its  accounting  methods,  principles  or  practices,  (ii) any
declaration, setting aside or payment of any dividend or distribution in respect
of shares of the  capital  stock of the Company or any  redemption,  purchase or
other acquisition of any of the Company  Securities or (iii) any increase in the
compensation or benefits or  establishment of any bonus,  insurance,  severance,
deferred  compensation,   pension,  retirement,  profit  sharing,  stock  option
(including,   without   limitation,   the  granting  of  stock  options,   stock
appreciation  rights,  performance  awards or restricted  stock  awards),  stock
purchase  or  other  employee  benefit  plan,  or  any  other  increase  in  the
compensation  payable or to become  payable  to any  executive  officers  of the
Company or any  Company  Subsidiary  except in the  ordinary  course of business
consistent with past practice or except as required by applicable law.

     SECTION  3.9  Litigation.  Except as  disclosed  in the  Company  Filed SEC
Reports or on Schedule 3.9,  3.14(b) or 3.15(b) to this  Agreement,  there is no
suit, claim, action, proceeding or investigation pending or, to the knowledge of
the Company,  threatened against the Company or any Company Subsidiary or any of
their respective properties or assets which (a) if adversely  determined,  could
reasonably  be expected to have,  individually  or in the  aggregate,  a Company
Material Adverse Effect,  or (b) questions the validity of this Agreement or any
of the Related Agreements or any action to be taken by the Company in connection
with the consummation of the transactions  contemplated by this Agreement or the
Related Agreements (including,  without limitation,  the Mergers and the Related
Transactions)  or could  otherwise  prevent  or delay the  consummation  of such
transactions (any suit, claim, action,  proceeding or investigation described in
this clause (b) being herein referred to as "Transaction Litigation"). Except as
disclosed  by the  Company,  neither the Company nor any Company  Subsidiary  is
subject to any  outstanding  order,  writ,  injunction or decree  which,  to the
knowledge of the Company or any Company Subsidiary, could reasonably be expected
to have a Company Material Adverse Effect.

     SECTION 3.10  Compliance  with  Applicable  Law. Except as disclosed in the
Company Filed SEC Reports, the Company and all Company Subsidiaries have made or
have obtained and hold all registrations,  filings,  submissions,  certificates,
determinations,  permits, licenses, variances,  exemptions, orders and approvals
of  all  Governmental  Entities  necessary  for  the  lawful  conduct  of  their
respective businesses  (collectively,  the "Company Permits"),  except where the
failure  to obtain any such  Company  permit  would not have a Company  Material
Adverse  Effect.  Except as  disclosed  in the Company  Filed SEC  Reports,  the
Company  and  all  Company  Subsidiaries  are in  compliance,  in  all  material
respects,  with the  terms  of the  Company  Permits.  To the  knowledge  of the
Company, no material  deficiencies have been asserted by any Governmental Entity
with respect to such registrations,  filings or submissions. Except as disclosed
by the Company in the Company Filed SEC Reports,  the  businesses of the Company
and the Company  Subsidiaries  are not being  conducted in violation of any law,
ordinance or regulation of any Governmental  Entity and except for violations or
possible  violations  which could not  reasonably  be expected to have a Company
Material  Adverse Effect.  Except as disclosed in the Company Filed SEC Reports,
no material  investigation or review by any Governmental  Entity with respect to
the Company or any Company  Subsidiary  is pending or, to the  knowledge  of the
Company,  threatened, nor, to the knowledge of the Company, has any Governmental
Entity indicated an intention to conduct the same.

     SECTION 3.11 Employees; Employee Plans.

          (a) Schedule  3.11 to this  Agreement  contains a true and complete 
list of each "employee benefit plan" (within the meaning of Section 3(3) of
the  Employee  Retirement  Income  Security Act of 1974,  as amended  ("ERISA"),
including,  without limitation,  multiemployer plans within the meaning of ERISA
Section  3(37)),   stock   purchase,   stock  option,   severance,   employment,
change-in-control,  fringe  benefit,  welfare  benefit,  collective  bargaining,
bonus,  incentive,  deferred  compensation and all other employee benefit plans,
agreements, programs, policies or other arrangements,  whether or not subject to
ERISA (including any funding mechanism therefor now in effect or required in the
future as a result of the  transactions  contemplated  by this  Agreement or the
Related Agreements or otherwise),  whether formal or informal,  oral or written,
under  which any  employee  or former  employee  of the  Company or any  Company
Subsidiary  has any  present  or future  right to  benefits  or under  which the
Company  has any  present  or  future  liability.  All such  plans,  agreements,
programs,  policies and  arrangements  shall be collectively  referred to as the
"Company Plans".

          (b) With respect to each Company  Plan,  the Company has  delivered or
made available to Playboy a current, accurate and complete copy (or, to the
extent no such copy exists, an accurate  description) thereof and, to the extent
applicable:  (i) any related trust agreement or other funding  instrument;  (ii)
the most recent  determination  letter,  if  applicable;  (iii) any summary plan
description  and other  written  communications  (or a  description  of any oral
communications)  by the  Company  or any  Company  Subsidiary  to its  employees
concerning  the extent of the benefits  provided  under a Company Plan; and (iv)
for the three most recent  years (A) the Form 5500 and attached  schedules,  (B)
audited financial statements, (C) actuarial valuation reports and (D) attorneys'
response or responses to an auditor's request for information.

          (c)  Except as  disclosed  on  Schedule  3.11 to this  Agreement,  
(i) each Company Plan has been established and administered in all material
respects  (A) in  accordance  with its  terms,  and (B) in  compliance  with the
applicable  provisions of ERISA,  the Code and other  applicable laws, rules and
regulations; (ii) each Company Plan which is intended to be qualified within the
meaning of Code  Section  401(a) is so  qualified  and has  received a favorable
determination  letter as to its qualification,  and, to the Company's knowledge,
nothing has occurred, whether by action or failure to act, that could reasonably
be expected to cause the loss of such qualification; (iii) for each Company Plan
that is a "welfare  plan" within the meaning of ERISA Section 3(1),  neither the
Company nor any Company  Subsidiary has nor will have any material  liability or
obligation  under any plan which provides medical or death benefits with respect
to current or former  employees  of the  Company  beyond  their  termination  of
employment  (other  than  coverage  mandated  by  law);  (iv)  to the  Company's
knowledge,  no event has occurred and no condition exists that would subject the
Company,  either  directly  or by reason of its  affiliation  with any  Commonly
Controlled Entity (as defined below),  to any material tax, fine, lien,  penalty
or other liability  imposed by ERISA,  the Code or other  applicable laws, rules
and regulations; (v) for each Company Plan with respect to which a Form 5500 has
been filed,  no change has occurred  with respect to the matters  covered by the
most recent Form since the date  thereof  other than such change as would not be
reasonably likely to result in a material liability to the Company;  and (vi) no
"reportable event" (as such term is defined in ERISA Section 4043),  "prohibited
transaction"  (as such term is defined  in ERISA  Section  406 and Code  Section
4975) or  "accumulated  funding  deficiency"  (as such term is  defined in ERISA
Section 302 and Code Section 412  (whether or not  waived))  has  occurred  with
respect to any Company Plan.  For the purposes of this Section  3.11,  "Commonly
Controlled Entity" means any entity (whether or not incorporated) other than the
Company  that,  together  with the  Company,  is or was a member of a controlled
group of corporations or  organizations  within the meaning of Section 414(b) of
the Code, of a group of trades or  businesses  under common  control  within the
meaning of Section 414(c) of the Code, or of an affiliated  service group within
the meaning of Section 414(m) of the Code.

          (d) Except as disclosed on Schedule 3.11 to this Agreement, with 
 respect to each  Company Plan that is not a  multiemployer  plan within the
meaning of Section  4001(a)(3) of ERISA but is subject to Title IV of ERISA,  no
material  adverse  change has occurred  subsequent to the most recent  actuarial
valuation report.

          (e) Except as disclosed on Schedule 3.11 to this Agreement, with 
respect to any  multiemployer  plan  (within the  meaning of ERISA  Section
4001(a)(3))  to which the  Company  or any  Commonly  Controlled  Entity has any
liability or contributes  (or has contributed or had an obligation to contribute
within the past five  years):  (i) no Commonly  Controlled  Entity has  incurred
within the past five years any withdrawal  liability  under Title IV of ERISA or
would be  subject  to such  liability  if,  as of the date of the  Closing,  any
Commonly  Controlled Entity were to engage in a complete  withdrawal (as defined
in ERISA section 4203) or partial  withdrawal (as defined in ERISA section 4205)
from any such  multiemployer  plan;  and (ii) no such  multiemployer  plan is in
reorganization  or insolvent (as those terms are defined in ERISA  sections 4241
and 4245, respectively).

          (f) Except as disclosed on Schedule 3.11 to this  Agreement or as 
would not be  reasonably  likely to result in a material  liability  to the
Company,  with  respect to any  Company  Plan that is not a  multiemployer  plan
within the meaning of section  4001(a)(3)  of ERISA,  (i) no  actions,  suits or
claims  (other than  routine  claims for  benefits in the  ordinary  course) are
pending  or,  to the  knowledge  of the  Company,  threatened,  (ii) no facts or
circumstances  exist that could give rise to any such actions,  suits or claims,
and (iii) no written or oral  communication  has been  received from the PBGC in
respect of any Company Plan subject to Title IV of ERISA  concerning  the funded
status of any such plan or any transfer of assets and liabilities  from any such
plan in connection with the transactions contemplated herein.

          (g) Except as disclosed on Schedule 3.11 to this Agreement, no Company
Plan  exists  that could  result in the  payment  to any  present or former
employee of the Company or any Company Subsidiary of any money or other property
or  accelerate  or provide any other rights or benefits to any present or former
employee  of  the  Company  or  any  Company  Subsidiary  as  a  result  of  the
transactions  contemplated  by this Agreement  whether or not such payment would
constitute a parachute payment within the meaning of Code section 280G.

          (h) Except as disclosed  on Schedule  3.11 to this  Agreement,  
neither the Company nor any Company Subsidiary is a party to any collective
bargaining or other labor union contract  applicable to employees of the Company
or any Company Subsidiary and no collective  bargaining agreement or other labor
union contract is being negotiated by the Company or any Company Subsidiary.  As
of the  date of this  Agreement,  there  is no  labor  dispute,  strike  or work
stoppage against the Company or any Company  Subsidiary pending or threatened in
writing which will materially  interfere with the respective business activities
of the Company or any Company Subsidiary. As of the date of this Agreement, none
among the Company, any Company Subsidiary,  or their respective  representatives
or  employees,  has  committed  within  the past  five  years any  unfair  labor
practices in connection  with the operation of the respective  businesses of the
Company or any Company  Subsidiary,  and there is no charge or complaint against
the Company or any Company  Subsidiary by the National Labor  Relations Board or
any comparable state or foreign agency pending or threatened in writing.

          (i) Except as  disclosed  on  Schedule  3.11 to this  Agreement, 
as of the  Effective  Time of the  Mergers,  none among the  Company or the
Company  Subsidiaries  has incurred any liability or obligation under the Worker
Adjustment  and Retraining  Notification  Act, as it may be amended from time to
time,  and, to the Company's  knowledge,  within the 90-day  period  immediately
following the Effective Time of the Mergers will not incur any such liability or
obligation if, during such 90-day period, only terminations of employment in the
normal course of operations occur.

     SECTION 3.12 Environmental Laws and Regulations.

          (a) Except as disclosed in the Company  Filed SEC Reports,  (i) each 
of the  Company  and  each  Company  Subsidiary  is in  compliance,  in all
material  respects,  with all  applicable  federal,  state  and  local  laws and
regulations  relating  to  pollution  or  protection  of  human  health  or  the
environment (including,  without limitation,  ambient air, surface water, ground
water, land surface or subsurface strata) (collectively,  "Environmental Laws"),
which compliance includes,  but is not limited to, the possession by the Company
and the Company  Subsidiaries  of all  material  permits and other  governmental
authorizations required under applicable Environmental Laws, and compliance with
the terms and  conditions  thereof;  (ii)  neither  the  Company nor any Company
Subsidiary has received  written notice of, or, to the knowledge of the Company,
is the subject of, any material action, cause of action,  claim,  investigation,
demand  or  notice  by  any  Person  or  entity  alleging   liability  under  or
non-compliance with any Environmental Law (an "Environmental  Claim"); and (iii)
to the knowledge of the Company,  there are no circumstances that are reasonably
likely to prevent or interfere with such material compliance in the future.

          (b) Except as disclosed in the Company Filed SEC Reports,  to the 
knowledge of the Company,  there are no material  Environmental Claims that
are  pending  or  threatened   against  any  Person  whose   liability  for  any
Environmental  Claim  the  Company  or any  Company  Subsidiary  has or may have
retained or assumed either contractually or by operation of law.

     SECTION 3.13 Tax Matters. (a) The Company and each Company  Subsidiary have
timely filed (or have had timely filed on their behalf),  or will timely file or
cause to be timely filed, all material Tax Returns required by applicable law to
be filed by or with respect to any of them prior to or as of the Effective  Time
of the  Mergers.  All such Tax  Returns  are,  or will be at the time of filing,
true, correct and complete in all material respects.

          (b) The Company and each Company  Subsidiary have paid (or have had 
paid on their behalf), or where payment is not yet due have established (or
have  had  established  on  their  behalf)  or will  establish  or  cause  to be
established,  on or prior to the  Effective  Time of the  Mergers,  an  adequate
accrual for the payment of, all  material  Taxes due with  respect to any period
ending prior to or as of the Effective Time of the Mergers.

          (c) For  purposes of this  Agreement,  the  following  terms shall 
have the following meanings:

               (i) "Taxes" shall mean all federal,  state,  local and foreign  
taxes, and other  assessments of a similar nature (whether imposed directly
or through withholding),  including any interest,  additions to tax or penalties
applicable thereto.

          (ii) "Tax  Returns"  shall  mean all  federal,  state,  local  and  
foreign returns,  declarations,  statements,  reports, schedules, forms and
information returns and any amended returns relating to Taxes.

     SECTION 3.14 Library Rights.  (a) Schedule 3.14(a) sets forth a list of all
Library  Pictures,  which is true and  complete in all  material  respects.  The
Company  or one or  more  of the  Company  Subsidiaries  owns,  is  licensed  or
otherwise  possesses any part or all of the copyrights  therein or otherwise has
exploitative  rights in the Library Pictures in the  territories,  for the terms
and in the forms of media reflected in Schedule 3.14(a).

          (b) Schedule  3.14(b)  sets forth a true and complete  list in all 
material  respects of the following  information as of the date hereof with
respect to copyrights  registered (or for which application for registration has
been  filed) with the United  States  Copyright  Office  relating to the Library
Pictures owned by the Company or any of the Company  Subsidiaries:  (i) owner(s)
of  record;  (ii)  year  of  copyright  registration  (or  filing  date  of  the
application  for  registration  if  registration  is not yet  complete)  and, if
applicable,   renewal;   and  (iii)  copyright   registration  numbers  and,  if
applicable,  renewal numbers. All copyrights owned by the Company or the Company
Subsidiaries  with respect to the Library  Pictures have been duly registered or
applied for, as the case may be, in the United States  Copyright  Office and are
valid and  subsisting  in the United  States,  except where the failure to be so
valid and subsisting would not, individually or in the aggregate,  reasonably be
expected to have a Company Material  Adverse Effect.  With respect to all of the
Library  Pictures as to which rights of  exploitation  have been licensed to the
Company or any of the  Company  Subsidiaries,  (x) to the best of the  Company's
knowledge,  the Person granting the respective license thereof to the Company or
any of the Company  Subsidiaries holds or has applied for, as the case may be, a
duly  registered  copyright on such  Library  Picture and (y) to the best of the
Company's  knowledge,  all of the copyrights referred to in clause (x) above are
valid and  subsisting,  except  where the failure to be so valid and  subsisting
would not,  individually  or in the aggregate,  reasonably be expected to have a
Company Material Adverse Effect. There are no Liens or lawsuits, whether pending
or, to the best of the Company's knowledge, threatened, involving or against any
of the copyrights identified on Schedule 3.14(b) which would, individually or in
the aggregate, reasonably be expected to have a Company Material Adverse Effect.
To the best knowledge of the Company and the Company Subsidiaries,  there are no
registrations  for copyright  that conflict  with the  copyrights  identified in
Schedule  3.14(b),  nor  any  infringement  or  potential  infringement  of such
copyrights  by a third  party,  nor third party claims  against such  copyrights
which would, individually or in the aggregate,  reasonably be expected to have a
Company  Material  Adverse Effect.  To the best knowledge of the Company and the
Company  Subsidiaries,  none of the Library  Pictures is in the public domain in
the United States.

     SECTION  3.15  Marks  and  Patents.  (a) Each  Mark and  each  Patent  that
currently is registered or applied for in the United States Patent and Trademark
Office or other  similar  office in any  foreign  jurisdiction  and owned by the
Company  or  a  Company  Subsidiary  is  identified  in  Schedule  3.15(a)  (the
"Scheduled  Marks and Patents").  All Scheduled  Marks and Patents are valid and
subsisting except where the failure to be so valid and subsisting,  individually
or in the aggregate, would not reasonably be expected to have a Company Material
Adverse Effect. Other than as set forth in Schedule 3.15(a), the Company and the
Company  Subsidiaries  own or license all Marks and Patents  used in  connection
with the Company's business.

          (b) Except as set forth on Schedule  3.15(b) or as would not  
reasonably be expected to have a Company Material Adverse Effect, there are
no  Liens  or  lawsuits,  whether  pending  or,  to the  best  of the  Company's
knowledge,  threatened,  involving  or against  any of the  Scheduled  Marks and
Patents.  To the best  knowledge  of the Company  and the Company  Subsidiaries,
there are no Marks or Patents that infringe on the  Scheduled  Marks and Patents
or third party  claims  against the  Scheduled  Marks and Patents  which  would,
individually  or in the  aggregate,  reasonably  be  expected  to have a Company
Material Adverse Effect.

     SECTION 3.16 Material Contracts.

          (a) Set forth on Schedule 3.16(a) is a correct and complete list of 
each  of the  following  contracts  and  agreements  (and  all  amendments,
modifications  and  supplements  thereto  and all  related  letters to which the
Company is a party affecting the  obligations of any party  thereunder) to which
the  Company or any  Company  Subsidiaries  is a party or by which any of its or
their properties or assets are bound, true and correct copies of which have been
delivered  or  otherwise  made  available  to  Playboy:   (i)  each  employment,
consulting,  non-competition,  severance,  golden  parachute or  indemnification
contract (including,  without limitation, any contract to which the Company is a
party involving  employees of the Company) which contemplates  payments equal to
or in excess of $50,000; (ii) each licensing (including each license, sublicense
or other agreement under which the Company or any of the Company Subsidiaries is
either  licensor  or  licensee  of any Marks or  Patents),  production,  output,
merchandising,  distribution,  affiliation  or  service  agreement,  except  for
licensing  agreements  (x) no one of which  contemplates  payments  of more than
$2,000 and (y) for which  payments do not, in the  aggregate,  exceed  $100,000;
(iii)  contracts  granting a right of first refusal or first  negotiation;  (iv)
each  partnership  or  joint  venture  agreement;  (v)  each  agreement  for the
acquisition,  sale or lease of  properties  or assets of the Company (by merger,
purchase or sale of assets or stock or otherwise) in which the aggregate  amount
to be paid or received by the Company and the Company  Subsidiaries  is equal to
or in excess of  $50,000;  (vi) each  material  contract or  agreement  with any
Governmental  Entity;  (vii) each  agreement  relating  to  indebtedness  of the
Company or any Company  Subsidiary or guarantees of  indebtedness by the Company
or any  Company  Subsidiary  in excess of $50,000;  (viii) each  noncompetition,
exclusivity  or other  agreement  restricting  the ability of the Company or any
Company  Subsidiary  to operate  its  business as now,  or  contemplated  to be,
conducted,  except for any such agreement which could not reasonably be expected
to have a Company Material Adverse Effect;  (ix) each material agreement between
the  Company  and  any of its  officers,  its  directors,  holders  of 5% of the
outstanding  Company  Common  Stock or other  Affiliates  of the  Company or any
Company Subsidiary;  and (x) all commitments and agreements to enter into any of
the  foregoing,  or,  with  respect  to  affiliation  agreements,  all  material
commitments   and   agreements   to  enter  into  any   affiliation   agreements
(collectively, the "Company Material Contracts").

          (b) Except as set forth on Schedule 3.16(b) to this Agreement:

               (i) Each Company Material Contract is in full force and effect 
and there is no default under any Company  Material  Contract either by the
Company or, to the knowledge of the Company, by any other party thereto,  except
as set forth on Schedule  3.7, 3.9 or 3.15(b),  and no event has  occurred  that
with the  lapse of time or the  giving  of notice  or both  would  constitute  a
default thereunder by the Company or, to the knowledge of the Company, any other
party,  in any such case in which such  default  or event  could  reasonably  be
expected to have a Company Material Adverse Effect.

               (ii) No party to any such Company Material Contract has given 
notice to the Company of or made a claim  against the Company  with respect
to any breach or default  thereunder,  in any such case in which such  breach or
default could reasonably be expected to have a Company Material Adverse Effect.

     SECTION  3.17 Title to Properties;  Real  Estate.  (a) The Company and each
Company  Subsidiary has valid leasehold title to all real property leased by it,
and good title to its owned  properties  and assets,  tangible  and  intangible,
including,  without  limitation,  the  properties  and assets  reflected  in the
December 31, 1997 balance  sheet  previously  delivered to Playboy (the "Company
Balance Sheet") (except personal  properties since sold or otherwise disposed of
in the ordinary course of business and except for personal properties and assets
not  material to the  operation  of its  business),  free and clear of all Liens
whatsoever,  except as set forth on Schedule 3.17(a) to this Agreement or (i) as
reflected  in the  Company  Balance  Sheet,  (ii) Liens in respect of pledges or
deposits under workmen's compensation,  unemployment insurance,  social security
and pubic liability laws and other similar  legislation,  (iii) Liens imposed by
law, such as carriers',  warehousemen's  or  mechanics'  liens  incurred in good
faith in the ordinary  course of business,  (iv) Liens for taxes not yet due and
payable,  and (v) such  imperfections of title and other Liens, if any, which do
not individually or in the aggregate  materially interfere with the value or the
use of such  properties or assets or otherwise  could not reasonably be expected
to have a Company  Material  Adverse  Effect.  The Company does not own any real
property.

          (b) The  Company  has  previously  made  available  to Playboy correct
and complete copies of all leases or agreements  under which the Company or
any Company  Subsidiary  is lessee of, or holds or operates,  any real  property
owned by any third party which is material  to the  operation  of its  business,
which leases are set forth on Schedule 3.17(b) to this Agreement (the "Leases").
The Leases have not been  modified or amended  (orally or in writing)  except as
set forth on  Schedule  3.17(b).  The  Leases  are in full  force and effect and
neither the Company nor any Company  Subsidiary is in default under the terms of
any such lease or agreement.  The Company or the applicable  Company  Subsidiary
and, to the knowledge of the Company, each lessor, have in all material respects
performed  all the  obligations  required to be  performed by it or them to date
under the Leases. The Company or any applicable Company Subsidiary has not given
any notice of default to any lessor  under the Leases and, to the  knowledge  of
the Company or the applicable Company  Subsidiary,  there are no defaults by any
lessor under the Leases.

          (c) All structures and other improvements located on such real 
property are in  sufficient  condition  to enable the Company to conduct its  
business as now being conducted.

     SECTION 3.18 Opinion of Financial  Advisor.  Furman Selz LLC (the  "Company
Financial Advisor") has delivered to the Company its opinion to the effect that,
as of the date of this Agreement, the Cash Consideration and Stock Consideration
is fair to the  Company's  stockholders  from a financial  point of view,  which
opinion has been  confirmed in writing and  accompanied by an  authorization  to
include a copy of such opinion in the Proxy Statement. The Company has delivered
a signed copy of such written opinion to Playboy.

     SECTION  3.19  Brokers.  Except  as set  forth  on  Schedule  3.19  to this
Agreement,  no  broker,  finder or  investment  banker  other  than the  Company
Financial  Advisor  is  entitled  to any  brokerage,  finder's  or other  fee or
commission in connection with the Mergers or the other transactions contemplated
by this Agreement or the Related Agreements (including,  without limitation, the
Related  Transactions)  based  upon  arrangements  made by or on  behalf  of the
Company.  The Company has  heretofore  made  available to Playboy a complete and
correct  copy of all  agreements  between the Company and the Company  Financial
Advisor pursuant to which the Company Financial Advisor would be entitled to any
payment relating to the Mergers or such other transactions.

     SECTION 3.20 Vote Required.  The affirmative vote of at least a majority of
the  outstanding  shares of Company Common Stock is the only vote of the holders
of any  class  or  series  of  the  Company's  capital  stock  necessary  (under
applicable  law  or  otherwise)  to  approve  this  Agreement  and  the  Related
Agreements and the  transactions  contemplated  by this Agreement or the Related
Agreements  (including,   without  limitation,   the  Mergers  and  the  Related
Transactions).

     SECTION 3.21 Tangible  Personal  Property.  (a) The  machinery,  equipment,
furniture,  fixtures and other tangible  personal property  ("Tangible  Personal
Property")  owned,  leased  or  used  by the  Company  or  any  of  the  Company
Subsidiaries (including,  without limitation, the Company's studio and uplinking
facilities  and assets) is in the aggregate  sufficient and adequate to carry on
their respective businesses as currently conducted and is, in the aggregate,  in
good operating condition and repair, normal "wear and tear" excepted.

     SECTION 3.22  Insurance.  Schedule 3.22 to this Agreement sets forth a list
of all policies or binders of fire, liability,  workmen's  compensation or other
insurance held by or on behalf of the Company or any of the Company Subsidiaries
(specifying the insurer,  the policy number or covering note number with respect
to binders).  Correct and complete  copies of such policies or binders have been
delivered  or made  available  to  Playboy.  None of the  Company  or any of the
Company  Subsidiaries  (i) is in default with respect to any material  provision
contained  in any such  policy  or  binder,  or (ii) has  received  a notice  of
cancellation or non-renewal of any such policy or binder.  All of such insurance
is in full force and effect and all premiums  due and payable  thereon have been
paid.

     SECTION 3.23 Transactions with Affiliates . Except as set forth on Schedule
3.23 to this Agreement or the Company SEC Reports, since April 1, 1998, no event
has occurred that would be required to be reported as a Certain  Relationship or
Related  Transaction,  pursuant to Item 404 of Regulation S-K promulgated by the
SEC.

     SECTION 3.24 Corporate Records. The minute books of the Company and each of
the Company Subsidiaries  heretofore have been made available to Playboy for its
inspection and contain true and complete,  in all material respects,  records of
all  meetings  and  consents in lieu of  meetings  of the Company  Board (or any
committee of the Company  Board),  stockholders  of the Company and the board of
directors of each of the Company Subsidiaries.

     SECTION 3.25  Investment  Company  Act.  Neither the Company nor any of the
Company  Subsidiaries is an "investment company" or to the Company's knowledge a
company  "controlled"  by,  or an  "affiliated  company"  with  respect  to,  an
"investment  company"  required to register under the Investment  Company Act of
1940, as amended (the "Investment Company Act").

     SECTION 3.26 Transaction Fees and Expenses. Set forth on Schedule 3.26 is a
correct and  complete  list of all fees and expenses  paid by the  Company,  the
Company Subsidiaries and Subco in connection with the transactions  contemplated
by  this  Agreement  and by  the  Related  Agreements  as of the  date  of  this
Agreement.


                                    ARTICLE 4

                         REPRESENTATIONS AND WARRANTIES
                             OF THE PLAYBOY ENTITIES

     The Playboy Entities,  jointly and severally,  hereby represent and warrant
to the Company as follows:

     SECTION 4.1 Organization and Qualification; Subsidiaries.

          (a) Each of Playboy and each of the Persons in  which Playboy  owns or
controls  directly or  indirectly  at least a fifty  percent  voting or economic
interest (collectively, the "Playboy Subsidiaries"), has been duly organized and
is validly  existing and in good standing under the laws of the  jurisdiction of
its  incorporation  or  organization,  as the case may be, and has the requisite
power and authority and all necessary  governmental  approvals to own, lease and
operate  its  properties  and to  carry  on  its  business  as it is  now  being
conducted,  except  where the  failure to be so  organized,  existing or in good
standing or to have such power,  authority and governmental  approvals could not
reasonably  be expected to have,  individually  or in the  aggregate,  a Playboy
Material  Adverse  Effect (as  defined  below).  Each of Playboy and the Playboy
Subsidiaries  is duly  qualified  or  licensed  to do  business,  and is in good
standing,  in each  jurisdiction  where the character of the  properties  owned,
leased or operated by it or the nature of its business makes such  qualification
or licensing necessary,  except for such failures to be so qualified or licensed
and in good standing that could not reasonably be expected to have, individually
or in the aggregate,  a Playboy  Material  Adverse Effect.  For purposes of this
Agreement,  "Playboy Material Adverse Effect" means any change,  event or effect
(i) in, on or relating to the  business of Playboy and the Playboy  Subsidiaries
that is, or is  reasonably  likely to be,  materially  adverse to the  business,
assets (including  intangible  assets),  liabilities  (contingent or otherwise),
condition  (financial  or  otherwise),  prospects  or results of  operations  of
Playboy and the Playboy Subsidiaries taken as a whole, other than (A) any change
or effect arising out of general economic conditions in the United States or (B)
a change  in the  market  price of the Old  Playboy  Class B  Common  Stock  not
accompanied  by one or  more  other  changes,  events  or  effects  of the  type
described above in this clause (i); or (ii) that may prevent or materially delay
the  performance  of this  Agreement  or the  Related  Agreements  by any of the
Playboy Entities or the  consummation of the  transactions  contemplated by this
Agreement or the Related Agreements (including,  without limitation, the Mergers
and the Related Transactions).

          (b) The copies of Playboy's Certificate  of Incorporation and  By-laws
(collectively,  the "Playboy Charter  Documents") that are set forth as Exhibits
to Playboy's  Transitional  Report on Form 10-K dated December 31, 1997, and the
Certificate of Incorporation and By-laws of Holdco,  Merger Sub P and Merger Sub
S in the forms  previously  delivered to the  Company,  are complete and correct
copies thereof. The Playboy Charter Documents and all comparable  organizational
documents of the Playboy  Subsidiaries are in full force and effect.  Playboy is
not in  violation of any of the  provisions  of the Playboy  Charter  Documents.
Simultaneously   with  the  Closing,   Holdco  will  amend  its  Certificate  of
Incorporation to change its name to "Playboy Enterprises, Inc."

     SECTION 4.2 Capitalization of Playboy and its Subsidiaries.

          (a) The  authorized  capital  stock of Playboy  consists  of 
(i) 7,500,000  shares of Playboy  Class A Common Stock,  par value $.01 per
share ("Old  Playboy  Class A Common  Stock"),  of which,  as of April 30, 1998,
approximately 4,748,954 shares were issued and outstanding,  and (ii) 30,000,000
shares of Class B Common  Stock,  par value $.01 per share ("Old Playboy Class B
Common Stock" and,  together with the Playboy Class A Common Stock, "Old Playboy
Common Stock"), of which, as of April 30, 1998,  approximately 15,792,588 shares
were issued and  outstanding.  All of the issued and  outstanding  shares of Old
Playboy Common Stock have been duly authorized and validly issued, and are fully
paid,  nonassessable  and  free of  preemptive  rights.  As of April  30,  1998,
approximately  2,066,500  shares of Old Playboy  Common Stock were  reserved for
issuance  and issuable  upon or otherwise  deliverable  in  connection  with the
exercise of outstanding options and warrants. Except as disclosed in the Playboy
Filed SEC Filings and as set forth on Schedule 4.2(a) to this  Agreement,  since
March 31, 1998, no shares of Playboy's capital stock have been issued other than
pursuant to the  exercise of stock  options  already in  existence on such date,
and,  since March 31, 1998, no stock options have been granted by Playboy to any
Person. Except as disclosed in the Playboy Filed SEC Filings, as set forth above
and as contemplated by this Agreement and the Related Agreements, as of the date
hereof,  there are  outstanding  (i) no shares of capital  stock or other voting
securities of Playboy, (ii) no securities of Playboy or any Playboy Subsidiaries
convertible  into  or  exchangeable  for  shares  of  capital  stock  or  voting
securities  of Playboy,  (iii) no options,  warrants or other  rights to acquire
from Playboy or any Playboy  Subsidiary,  and no  obligations  of Playboy or any
Playboy Subsidiary to issue, any capital stock,  voting securities or securities
convertible  into or  exchangeable  for capital  stock or voting  securities  of
Playboy,  (iv) no equity equivalents,  interests in the ownership or earnings of
Playboy or any Playboy  Subsidiary  or other  similar  rights  (including  stock
appreciation  rights) (the items listed in subclauses (i), (ii),  (iii) and (iv)
being referred to, collectively, as "Playboy Securities") and (v) no obligations
of Playboy or any Playboy Subsidiary to repurchase,  redeem or otherwise acquire
any Playboy  Securities.  Except as set forth on Schedule  4.2(a),  there are no
stockholders agreements,  voting trusts or other agreements or understandings to
which  Playboy  is a party or to which it is bound  relating  to the  voting  or
registration of any shares of capital stock of Playboy.

          (b) The authorized capital stock of Holdco consists (i) of 7,500,000 
shares of Class A common  stock,  par value  $.01 per share  ("New  Playboy
Class A Common  Stock"),  none of which are  issued  and  outstanding,  and (ii)
30,000,000  shares  of Class B common  stock,  par value  $.01 per  share  ("New
Playboy Class B Common Stock" and,  together with the New Playboy  Common Stock,
"New Playboy Common Stock"),  100 of which have been validly  issued,  are fully
paid and non-assessable and owned by Playboy, free and clear of any Liens, other
than Liens  imposed  by Federal  and state  securities  laws.  The shares of New
Playboy  Class B  Common  Stock  that  will  be  issued  as  part of the  Merger
Consideration,  will be,  when  issued  in  accordance  with  the  terms of this
Agreement,  duly authorized,  validly issued,  fully paid and non-assessable and
listed for trading on the NYSE.  The  authorized  capital  stock of Merger Sub P
consists of 100 shares of common stock,  par value $.01 per share,  all of which
have been validly issued,  are fully paid and  nonassessable and owned by Holdco
free and clear of any  Liens,  other  than  Liens  imposed  by  Federal or state
securities  laws. The  authorized  capital stock of Merger Sub S consists of 100
shares of common stock, par value $.01 per share, all of which have been validly
issued and are fully paid and  non-assessable and owned by Holdco free and clear
of any Liens, other than Liens imposed by Federal and state securities laws.

          (c) Each outstanding share of capital stock of each Playboy Subsidiary
is duly authorized,  validly issued,  fully paid and nonassessable and each
such share  owned by Playboy  or a Playboy  Subsidiary  is free and clear of any
Lien or any other  limitation or restriction  (including any  restriction on the
right to vote or sell the same,  except as may be  provided  as a matter of law)
except where  failure to own such shares free and clear could not  reasonably be
expected to have,  individually or in the aggregate,  a Playboy Material Adverse
Effect. There are no securities of Playboy or any Playboy Subsidiary convertible
into or exchangeable  for, no options or other rights to acquire from Playboy or
any Playboy  Subsidiary,  and no other contract,  understanding,  arrangement or
obligation  (whether  or not  contingent)  providing  for the  issuance or sale,
directly or indirectly,  of, any capital stock or other  securities of, or other
ownership  interests  in,  any  Playboy  Subsidiary.  There  are no  outstanding
contractual  obligations  of Playboy or any Playboy  Subsidiary  to  repurchase,
redeem or otherwise  acquire any  outstanding  shares of capital  stock or other
ownership interests in any Playboy Subsidiary.

          (d) The Old Playboy Class B Common Stock constitute  the only class of
equity securities of Playboy or any Playboy Subsidiary registered or required to
be registered under the Exchange Act.

     SECTION  4.3  Authority  Relative  to this  Agreement.  Each of the Playboy
Entities has, or will have, all necessary corporate or other power and authority
to execute and deliver this Agreement and the Related  Agreements to which it is
a party and to consummate the transactions contemplated by this Agreement or the
Related Agreements (including,  without limitation,  the Mergers and the Related
Transactions).  The  execution  and delivery of this  Agreement  and the Related
Agreements to which each of the Playboy Entities is a party and the consummation
of the  transactions  contemplated  by this Agreement or the Related  Agreements
(including,  without limitation,  the Mergers and the Related Transactions) have
been duly and  validly  authorized  by the Board of  Directors  of Playboy  (the
"Playboy  Board"),  the Board of Directors  of each of Holdco,  Merger Sub P and
Merger Sub S and the sole  stockholder of each of Merger Sub P and Merger Sub S,
and no other corporate or other proceedings on the part of Playboy or any of the
other Playboy  Entities are, or will be,  necessary to authorize  this Agreement
and the Related  Agreements to which any of them is a party or to consummate the
transactions   contemplated   by  this  Agreement  or  the  Related   Agreements
(including, without limitation, the Mergers and the Related Transactions).  Each
of this  Agreement  and the  Related  Agreements  to  which  any of the  Playboy
Entities  is a party  has  been,  or will be,  assuming  the due  authorization,
execution  and  delivery  of the same by each of the  other  parties  hereto  or
thereto,  duly and validly  executed and  delivered by the Playboy  Entities and
constitutes  a  valid,  legal  and  binding  agreement  of each  of the  Playboy
Entities, enforceable against such parties in accordance with its terms, subject
to  (i)  bankruptcy,  insolvency,   reorganization,   fraudulent  conveyance  or
transfer,  moratorium and other similar laws now or hereafter in effect relating
to or affecting  creditors'  rights  generally  and (ii) general  principles  of
equity (regardless of whether considered in a proceeding at law or in equity).

     SECTION 4.4 SEC Filings; Financial Statements.

          (a) Since  December  31,  1994,  Playboy  has filed all forms, reports
and documents  (including all exhibits thereto) (the "Playboy SEC Filings")
required to be filed with the SEC,  each of which has  complied in all  material
respects with all applicable requirements of the Securities Act and the Exchange
Act,  each as in effect on the dates such  forms,  reports  and  documents  were
filed.  Playboy has heretofore delivered to or made available to the Company, in
the form filed with the SEC (including any amendments and all exhibits thereto),
the following (the "Playboy Filed SEC Filings"):  (i) the Annual Reports on Form
10-K for each of the fiscal  years ended June 30,  1995,  June 30, 1996 and June
30,  1997,  (ii) the  Transitional  Report on Form 10-K for the six months ended
December 31, 1997, (iii) all definitive  proxy statements  relating to Playboy's
meetings of  stockholders  (whether  annual or special) held since  December 31,
1994 and prior to the date of this  Agreement and (iv) all other forms,  reports
or registration  statements filed prior to the date of this Agreement by Playboy
with the SEC since December 31, 1994 (other than reports on Form 10-Q or on Form
8-K filed before May 15,  1998).  None of the Playboy SEC Filings or  documents,
including, without limitation, any financial statements or schedules included or
incorporated by reference therein,  contained,  when filed, any untrue statement
of a material  fact or omitted to state a material fact required to be stated or
incorporated  by reference  therein or necessary in order to make the statements
therein,  in  light  of  the  circumstance  under  which  they  were  made,  not
misleading.  The  consolidated  financial  statements  of  Playboy  included  or
incorporated by reference in the Playboy SEC Filings  complied as to form in all
material  respects with  applicable  accounting  requirements  and the published
rules and  regulations of the SEC with respect thereto and all of such financial
statements  fairly  present in all material  respects,  in conformity  with GAAP
(except as may be indicated in the notes  thereto and except that the  unaudited
financial  statements may not include all notes thereto  required by GAAP),  the
consolidated  financial  position of Playboy and the Playboy  Subsidiaries as of
the dates thereof and their  consolidated  results of operations  and cash flows
for the  periods  then  ended  (subject,  in the case of the  unaudited  interim
financial  statements,  to normal year-end  adjustments).  Since March 31, 1998,
there has not been any change,  or any application or request for any change, by
Playboy or any Playboy Subsidiary in accounting principles,  methods or policies
for financial accounting or tax purposes.

          (b) Playboy has  heretofore  made  available  to the Company a 
complete  and correct  copy of any material  amendments  or  modifications,
which have not yet been filed with the SEC, to  agreements,  documents  or other
instruments  which prior to the date of this Agreement had been filed by Playboy
with the SEC pursuant to the Securities Act or the Exchange Act.

     SECTION 4.5 Information Supplied. None of the information supplied or to be
supplied by Playboy  concerning  any of the Playboy  Entities  for  inclusion or
incorporation  by  reference  in (a) the S-4 will,  at the time the S-4 is filed
with the SEC and at the time it  becomes  effective  under the  Securities  Act,
contain any untrue  statement  of a material  fact or omit to state any material
fact required to be stated therein or necessary to make the  statements  therein
not  misleading,  and (b) the  Proxy  Statement  will,  at the  date  mailed  to
stockholders and at the time of the Company  Stockholders  Meeting to be held in
connection  with  the  transactions  contemplated  hereby,  contain  any  untrue
statement of a material  fact or omit to state any material  fact required to be
stated therein or necessary in order to make the statements therein, in light of
the  circumstances  under which they are made, not  misleading.  If, at any time
prior to the Effective Time of the Mergers, any event with respect to Playboy or
any Playboy Subsidiary or any of their respective  officers and directors should
occur which is required to be described in an amendment of, or a supplement  to,
the S-4 or the Proxy Statement, Playboy shall promptly so advise the Company and
such event shall be so described,  and such  amendment or supplement  (which the
Company shall have a reasonable  opportunity  to review) shall be promptly filed
with the SEC and, as required by law,  disseminated  to the  stockholders of the
Company and  Playboy.  The S-4 will comply as to form in all  material  respects
with  the  provisions  of the  Securities  Act and  the  rules  and  regulations
thereunder.  Notwithstanding  the foregoing,  Playboy makes no representation or
warranty with respect to any information  supplied by the Company or the Company
Subsidiaries which is contained in or incorporated by reference in, or furnished
in connection with the preparation of, the S-4 or the Proxy Statement.

     SECTION 4.6  Consents and  Approvals;  No  Violations.  Except for filings,
permits,  authorizations,  consents and approvals as may be required under,  and
other  applicable  requirements  of, the Securities Act, the Exchange Act, state
securities or blue sky laws, and the filing and recordation of the  Certificates
of Merger as required  by the DGCL or as set forth on  Schedule  4.6, no filing,
registration  or  submission  with or notice to,  and no permit,  authorization,
consent or approval of, any  Governmental  Entity is, or will be,  necessary for
the execution and delivery by any of the Playboy  Entities of this  Agreement or
any  of the  Related  Agreements  to  which  any  of  them  are a  party  or the
consummation by any of the Playboy Entities of the transactions  contemplated by
this  Agreement  or the Related  Agreements  to which it is a party  (including,
without limitation, the Mergers and the Related Transactions),  except where the
failure to obtain such permits, authorizations, consents or approvals or to make
such  filings or give such  notice  could not  reasonably  be expected to have a
Playboy  Material Adverse Effect nor prevent or materially delay the performance
of this  Agreement  by any of the Playboy  Entities or the  consummation  of the
transactions contemplated by this Agreement or the Related Agreements. Except as
set forth on Schedule 4.6 to this Agreement, no consent or approval of any third
party is, or will be,  necessary  for the  execution  and delivery by any of the
Playboy Entities of this Agreement or any of the Related  Agreements to which it
is a party or  consummation by any of the Playboy  Entities of the  transactions
contemplated by this Agreement or any of the Related Agreements to which it is a
party (including, without limitation, the Mergers and the Related Transactions).
Except as set forth on Schedule 4.6 to this  Agreement,  none of the  execution,
delivery and  performance of this Agreement or any of the Related  Agreements to
which any of the Playboy Entities are a party, or the consummation by any of the
Playboy  Entities of the  transactions  contemplated  by this  Agreement  or the
Related Agreements to which it is a party (including,  without  limitation,  the
Mergers and the Related  Transactions)  will (a) conflict  with or result in any
breach of any  provision  of the Playboy  Charter  Documents  or any  comparable
organizational  documents  of any of  the  Playboy  Entities,  (b)  result  in a
violation  or breach of, or  constitute  (with or without due notice or lapse of
time or both) a default  (or give rise to any right of  termination,  amendment,
cancellation  or acceleration  or Lien) under,  any of the terms,  conditions or
provisions of any note, bond, mortgage,  indenture,  lease,  license,  contract,
agreement or other instrument or obligation to which any of the Playboy Entities
is a party or by which any of the Playboy  Entities  or any of their  respective
properties or assets may be bound or (c) assuming  that all  consents,  permits,
approvals,  authorizations and other actions described in the preceding sentence
have been made and all filings in the preceding sentence have been made, violate
any order, writ, injunction, decree, law, statute, rule or regulation applicable
to any of the Playboy Entities or any of their respective  properties or assets,
except in the case of clause (b) or (c) for  violations,  breaches  or  defaults
which  could  not  reasonably  be  expected  to  have,  individually  or in  the
aggregate, a Playboy Material Adverse Effect.

     SECTION  4.7.  No  Default.  Except  as set forth on  Schedule  4.7 to this
Agreement,  none of Playboy or any Playboy Subsidiary is in default or violation
(and no event has  occurred  which  with due notice or the lapse of time or both
would constitute a default or violation) of any term,  condition or provision of
(i) the Playboy Charter Documents or comparable  organizational documents of any
Playboy Subsidiary,  (ii) any note, bond, mortgage,  indenture,  lease, license,
contract,  agreement or other  instrument  or obligation to which Playboy or any
Playboy  Subsidiary  is now a party  or by  which  any of  them or any of  their
respective  properties  or  assets  may be  bound  or  (iii)  any  order,  writ,
injunction,  decree, law, statute, rule or regulation applicable to Playboy, any
Playboy  Subsidiary or any of their respective  properties or assets,  except in
the case of clause (ii) or (iii) for violations, breaches or defaults that could
not reasonably be expected to have,  individually or in the aggregate, a Playboy
Material  Adverse Effect nor prevent or materially delay the performance of this
Agreement by Playboy or any of the other Playboy  Entities,  the  performance of
the Related  Agreements by Playboy or any of the other  Playboy  Entities or the
consummation of the transactions  contemplated by this Agreement and the Related
Agreements  (including,   without  limitation,   the  Mergers  and  the  Related
Transactions).

     SECTION 4.8 No Undisclosed  Liabilities;  Absence of Changes. Except as and
to the extent  disclosed in the Playboy  Filed SEC Reports or on Schedule 4.8 to
this Agreement, as of March 31, 1998, neither Playboy nor any Playboy Subsidiary
had any  liabilities  or  obligations  of any  nature,  whether or not  accrued,
contingent  or  otherwise,  and  whether  due or to become  due or  asserted  or
unasserted, which would be required by GAAP to be reflected in, reserved against
or otherwise  described in the consolidated  balance sheet of Playboy (including
the notes thereto) as of such date or which could reasonably be expected to have
a Playboy Material Adverse Effect.  Except as disclosed in the Playboy Filed SEC
Reports,  since  March  31,  1998,  the  business  of  Playboy  and the  Playboy
Subsidiaries  has been carried on only in the ordinary and usual course and in a
manner consistent with past practice, neither Playboy nor any Playboy Subsidiary
has incurred any liabilities of any nature,  whether or not accrued,  contingent
or otherwise and whether due or to become due or asserted or  unasserted,  which
could reasonably be expected to have, and there have been no events,  changes or
effects with respect to Playboy or any Playboy  Subsidiary having or which could
reasonably be expected to have, a Playboy  Material  Adverse  Effect.  Except as
disclosed in the Playboy Filed SEC Reports,  since March 31, 1998, there has not
been (i) any material change by Playboy in its accounting methods, principles or
practices,  (ii) any  declaration,  setting  aside or payment of any dividend or
distribution  in  respect  of  shares of the  capital  stock of  Playboy  or any
redemption,  purchase or other  acquisition of any of the Playboy  Securities or
(iii) any  increase in the  compensation  or benefits  or  establishment  of any
bonus, insurance, severance, deferred compensation,  pension, retirement, profit
sharing,  stock option  (including,  without  limitation,  the granting of stock
options,  stock  appreciation  rights,  performance  awards or restricted  stock
awards), stock purchase or other employee benefit plan, or any other increase in
the  compensation  payable or to become  payable to any  executive  officers  of
Playboy or any  Playboy  Subsidiary  except in the  ordinary  course of business
consistent with past practice or except as required by applicable law.

     SECTION  4.9  Litigation.  Except as  disclosed  in the  Playboy  Filed SEC
Reports or on Schedule 4.9 to this Agreement,  there is no suit, claim,  action,
proceeding or investigation pending or, to the knowledge of Playboy,  threatened
against Playboy or any Playboy Subsidiary or any of their respective  properties
or assets which (a) if adversely  determined,  could  reasonably  be expected to
have,  individually or in the aggregate,  a Playboy Material Adverse Effect,  or
(b) questions the validity of this Agreement or any of the Related Agreements or
any action to be taken by any of the  Playboy  Entities in  connection  with the
consummation of the  transactions  contemplated by this Agreement or the Related
Agreements  (including,   without  limitation,   the  Mergers  and  the  Related
Transactions)  or could  otherwise  prevent  or delay the  consummation  of such
transactions.  Except as disclosed by Playboy,  neither  Playboy nor any Playboy
Subsidiary  is subject to any  outstanding  order,  writ,  injunction  or decree
which, to the knowledge of Playboy or any Playboy  Subsidiary,  could reasonably
be expected to have a Playboy  Material Adverse Effect or would prevent or delay
the  consummation  of the  transactions  contemplated  by this  Agreement or the
Related Agreements (including,  without limitation,  the Mergers and the Related
Transactions).

     SECTION 4.10  Compliance  with  Applicable  Law. Except as disclosed in the
Playboy  Filed SEC Reports,  Playboy and all Playboy  Subsidiaries  have made or
have  obtained  and  hold  all  material  registrations,  filings,  submissions,
certificates,  determinations,  permits, licenses, variances, exemptions, orders
and approvals of all Governmental  Entities  necessary for the lawful conduct of
their respective  businesses  (collectively,  the "Playboy Permits").  Except as
disclosed in the Playboy Filed SEC Reports, Playboy and all Playboy Subsidiaries
are in  compliance,  in all  material  respects,  with the terms of the  Playboy
Permits.  To the  knowledge  of  Playboy,  no  material  deficiencies  have been
asserted by any Governmental Entity with respect to such  registrations,  filing
or submissions. Except as disclosed by Playboy in the Playboy Filed SEC Reports,
the businesses of Playboy and the Playboy  Subsidiaries  are not being conducted
in violation of any law, ordinance or regulation of any Governmental  Entity and
except for  violations  or possible  violations  which could not  reasonably  be
expected to have a Playboy Material  Adverse Effect.  Except as disclosed in the
Playboy  Filed  SEC  Reports,  no  material   investigation  or  review  by  any
Governmental Entity with respect to Playboy or any Playboy Subsidiary is pending
or, to the knowledge of Playboy,  threatened,  nor, to the knowledge of Playboy,
has any Governmental Entity indicated an intention to conduct the same.

     SECTION  4.11 Tax  Matters.  (a) Playboy and each Playboy  Subsidiary  have
timely filed (or have had timely filed on their behalf),  or will timely file or
cause to be timely filed, all material Tax Returns required by applicable law to
be filed by or with respect to any of them prior to or as of the Effective  Time
of the  Mergers.  All such Tax  Returns  are,  or will be at the time of filing,
true, correct and complete in all material respects.

          (b)  Playboy  and each  Playboy  Subsidiary  have paid (or have had 
paid on their behalf), or where payment is not yet due have established (or
have  had  established  on  their  behalf)  or will  establish  or  cause  to be
established,  on or prior to the  Effective  Time of the  Mergers,  an  adequate
accrual for the payment of, all  material  Taxes due with  respect to any period
ending prior to or as of the Effective Time of the Mergers.

     SECTION 4.12 Brokers.  No broker,  finder or investment banker,  other than
Bear, Stearns & Co., Inc. (the "Playboy Financial Advisor"),  is entitled to any
brokerage, finder's or other fee or commission in connection with the Mergers or
the other transactions  contemplated by this Agreement or the Related Agreements
(including,  without limitation, the Mergers and the Related Transactions) based
upon arrangements made by or on behalf of Playboy.

     SECTION 4.13 Investment Company Act. Neither Playboy nor any of the Playboy
Subsidiaries  is an  "investment  company" or to  Playboy's  knowledge a company
"controlled"  by, or an  "affiliated  company"  with respect to, an  "investment
company" required to register under the Investment Company Act.

     SECTION 4.14  Ownership of Holdco,  Merger Sub P and Merger Sub S; No Prior
Activities.  (a) Holdco is a direct, wholly-owned subsidiary of Playboy and each
of Merger Sub P and Merger Sub S is a direct, wholly-owned subsidiary of Holdco.
Each of Holdco,  Merger Sub P and Merger Sub S was formed solely for the purpose
of engaging in the transactions contemplated by this Agreement.

          (b) As of the date hereof and the Effective Time of the Mergers, 
except for  obligations  or  liabilities  incurred in  connection  with its
incorporation  or  organization  and  the  transactions   contemplated  by  this
Agreement  and the  Related  Agreements  and except for this  Agreement  and the
Related  Agreements,  each of Holdco,  Merger Sub P and Merger Sub S has not and
will not have  incurred,  directly  or  indirectly,  through any  subsidiary  or
Affiliate,  any obligations or liabilities or engaged in any business activities
of any type or kind  whatsoever or entered into any  agreements or  arrangements
with any Person.


                                    ARTICLE 5

                                    COVENANTS

     SECTION 5.1 Conduct of Business of the Company.  Except as  contemplated by
this  Agreement,  the Related  Agreements and the Newco  Agreements,  during the
period from the date hereof and continuing  until the earlier of the termination
of this Agreement and the abandonment of the  transactions  herein  contemplated
pursuant to Section 7.1 or the Effective Time of the Mergers,  the Company will,
and will cause each of the Company  Subsidiaries  to,  conduct its operations in
the ordinary course of business consistent with past practice and, to the extent
consistent  herewith,  other  than  actions  taken by the  Company or any of the
Company  Subsidiaries  in order to facilitate the  negotiation  and execution of
this  Agreement,  the  Related  Agreements  or  the  Newco  Agreements  and  the
consummation  of the  transactions  contemplated  hereunder or thereunder  which
actions  would not  breach  any of the  Company's  representations,  warranties,
covenants or agreements herein,  with no less diligence and effort than would be
applied in the absence of this Agreement,  seek to preserve substantially intact
its reputation and current business organizations, keep available the service of
its  current  officers  and  employees  and  preserve  its  relationships   with
customers, suppliers, and others having significant business dealings with it to
the end  that  goodwill  and  ongoing  businesses  shall  be  unimpaired  at the
Effective Time of the Mergers. Without limiting the generality of the foregoing,
and except as otherwise expressly provided in or contemplated by this Agreement,
the Related Agreements or the Newco Agreements  (including,  without limitation,
the Mergers, the Related  Transactions and the Newco  Transactions),  during the
period  from  the  date  of this  Agreement  and  prior  to the  earlier  of the
termination of this Agreement and the  abandonment  of the  transactions  herein
contemplated  pursuant to Section 7.1 or the Effective Time of the Mergers,  the
Company  will not and will cause the Company  Subsidiaries  not to,  without the
prior consent of Playboy:

          (a) amend the Company  Charter  Documents or the comparable  
organizational documents of any Company Subsidiary;

          (b)  authorize  for issuance,  issue,  sell,  deliver or agree or
commit to issue,  sell or deliver (whether through the issuance or granting
of options, warrants, commitments, subscriptions, rights to purchase (whether or
not contingent) or otherwise) any stock of any class or any other  securities or
equity equivalents  (including,  without limitation,  any stock options or stock
appreciation  rights),  except  for the  issuance  or sale of shares of  Company
Common  Stock  pursuant to the  exercise of (i) options  granted to employees or
consultants  under the Company  Stock Option  Plans (in the  ordinary  course of
business and consistent with past practice) or (ii) warrants  outstanding on the
date of this Agreement;

          (c) split, combine or reclassify any shares of its capital stock,  
declare,  set aside or pay any dividend or other  distribution  (whether in
cash,  stock or property or any  combination  thereof) in respect of its capital
stock  (other than  dividends  or  distributions  made by  wholly-owned  Company
Subsidiaries),  make any other actual,  constructive  or deemed  distribution in
respect of any shares of its capital  stock or  otherwise  make any  payments to
stockholders  in their capacity as such (other than  dividends or  distributions
made by wholly-owned Company  Subsidiaries),  or redeem or otherwise acquire any
of its securities;

          (d)  other than pursuant to the Related Transactions,  adopt a plan of
complete   or   partial   liquidation,   dissolution,   merger,   consolidation,
restructuring,  recapitalization  or other  reorganization of the Company or any
Company Subsidiaries;

          (e) other than pursuant to the Related Transactions, alter through 
merger,  liquidation,  recapitalization,  restructuring  or  in  any  other
fashion the corporate structure or ownership of any Company Subsidiary;

          (f) (i) incur or assume any long-term or short-term  debt or issue any
debt securities except for borrowings under existing lines of credit in the
ordinary  course  of  business  and not in  excess  of  $250,000;  (ii)  assume,
guarantee,  endorse or otherwise become liable or responsible (whether directly,
contingently or otherwise) for the obligations of any other Person except in the
ordinary  course of business  consistent  with past  practice and in amounts not
material to the Company and the Company  Subsidiaries,  taken as a whole, except
for obligations of the wholly-owned Company Subsidiaries;  (iii) make any loans,
advances or capital contributions to, or investments in, any other Person (other
than to the  wholly-owned  Company  Subsidiaries  and other than pursuant to the
Newco  Transactions);  (iv) pledge or otherwise encumber shares of capital stock
of the Company or any Company  Subsidiary;  or (v) mortgage or pledge any of the
Company  Subsidiaries'  material  assets,  tangible or intangible,  or create or
suffer to exist any material Lien thereupon other than in the ordinary course of
business;

          (g) except as may be required by law or as  contemplated by this 
Agreement,  any of the Related  Agreements or any of the Newco  Agreements,
enter into,  adopt or amend (other than to accelerate the vesting of the Company
Options and to provide for the deemed  exercise of them  contemplated by Section
2.2(f))  or  terminate  any  bonus,  profit  sharing,  compensation,  severance,
termination,   stock  option,   stock  appreciation  right,   restricted  stock,
performance  unit,  stock  equivalent,   stock  purchase   agreement,   pension,
retirement,  deferred  compensation,  employment,  severance  or other  employee
benefit agreement, trust, plan, fund, award or other arrangement for the benefit
or welfare of any director,  officer,  employee or consultant in any manner,  or
(except for normal increases in the ordinary course of business  consistent with
past practice  that, in the aggregate,  do not result in a material  increase in
benefits or compensation expense to the Company or the Company Subsidiaries,  or
as required  under  existing  agreements  or in the ordinary  course of business
generally consistent with past practice) increase in any manner the compensation
or fringe  benefits of any director,  officer or employee or pay any benefit not
required  by any  plan  and  arrangement  as in  effect  as of the  date  hereof
(including, without limitation, the granting of stock options, warrants or stock
appreciation rights);

          (h)  acquire,  sell,  lease or dispose of any assets  outside the  
ordinary  course of  business  or with a value in excess of $100,000 in the
aggregate,  or enter into any  commitment  or  transaction  outside the ordinary
course of business  consistent  with past  practice  (other than pursuant to the
Related Transactions and the Newco Transactions);

          (i)  except as may be  required  as a result of a change in law or in 
GAAP, change any of the accounting principles or practices used by it;

          (j) revalue in any material respect any of its assets,  including,  
without  limitation,  writing down the value of  inventory  or  writing-off
notes or accounts  receivable  other than in the  ordinary  course of  business,
except in connection with Emerald Media,  Inc. or as may be required by the SEC,
the Financial Accounting Standards Board or GAAP;

          (k) (i) acquire (by merger,  consolidation,  or acquisition of stock,
debt securities or assets) any Person or any division  thereof,  any equity
interest  therein  or  indebtedness  thereof;  (ii)  enter  into  any  contract,
agreement  or  understanding,  other  than in the  ordinary  course of  business
consistent  with past practice,  unless such contract or agreement is terminable
at the sole option of the Company,  without penalty or premium, on less than six
months'  notice;  (iii)  authorize any new capital  expenditure or  expenditures
which, individually, is in excess of $25,000 or, in the aggregate, are in excess
of $100,000;  or (iv)  otherwise  enter into or amend any  contract,  agreement,
commitment or  arrangement  providing for the taking of any action that would be
prohibited by this Section 5.1(k);

          (l) make  (inconsistent  with past  practice) or revoke any tax 
election  or settle  (except  to the extent  any such  settlement  has been
reserved for in the financial  statements  contained in the Company SEC Reports)
or  compromise  any tax  liability  material  to the  Company  and  the  Company
Subsidiaries  taken  as a whole  or  change  (or make a  request  to any  taxing
authority to change) any  material  aspect of its method of  accounting  for tax
purposes;

          (m) pay,  discharge  or satisfy  any  claims,  liabilities  or  
obligations  (absolute,  accrued,  asserted or  unasserted,  contingent  or
otherwise),  other than as is  required to satisfy  the  condition  set forth in
Section  6.2(h) and other than the  payment,  discharge or  satisfaction  in the
ordinary course of business of liabilities  reflected or reserved against in, or
contemplated by, the consolidated financial statements (or the notes thereto) of
the Company and the Company  Subsidiaries  or incurred in the ordinary course of
business consistent with past practice;

          (n) enter into or amend or otherwise  modify any  agreement or  
arrangement with Persons that are Affiliates of the Company or any Company
Subsidiary;

          (o) settle or compromise  any pending or threatened  suit,  action or 
claim relating to the  transactions  contemplated  by this  Agreement,  the
Related Agreements or the Newco Agreements (including,  without limitation,  the
Mergers, the Related Transactions and the Newco Transactions);

          (p) pay more than an  aggregate  of $2.5  million in fees and expenses
in connection with the transactions  contemplated by this Agreement and the
Related Agreements; or

          (q)  take,  propose  to any  third  party to take or agree  in  
writing or  otherwise  to take,  any of the actions  described  in Sections
5.1(a) through 5.1(p) or any action which would make any of the  representations
or  warranties  of the Company or the  Company  Subsidiaries  contained  in this
Agreement untrue or incorrect.

     SECTION 5.2 Conduct of Business of Playboy. During the period from the date
of this  Agreement and continuing  until the earlier of the  termination of this
Agreement and the abandonment of the transactions herein  contemplated  pursuant
to Section 7.1 or the  Effective  Time of the  Mergers,  Playboy  covenants  and
agrees that Playboy shall conduct its business,  and cause the businesses of the
Playboy  Subsidiaries  to be  conducted  only in, and  Playboy  and the  Playboy
Subsidiaries shall not take any action except in the ordinary course of business
and consistent  with past  practice,  except for actions taken by Playboy or the
Playboy  Subsidiaries  in order to facilitate the  negotiation  and execution of
this Agreement and the consummation of the transactions  contemplated  hereunder
which actions would not breach any of the representations, warranties, covenants
and agreements of any of the Playboy Entities herein,  and shall not directly or
indirectly do, or propose to do, any of the following  without the prior written
consent of the Company:

          (a)  amend  or  otherwise  chang   Playboy's  Restated  Certificat  of
Incorporation or By-Laws in such a manner as to negatively  affect the rights of
the holders of Old Playboy Class B Common Stock;

          (b) declare, set aside, make or pay any extraordinary dividend in 
respect of any of its capital stock;

          (c) take any action to delist a security  of  Playboy  from any  
securities exchange;  or 

          (d) take or agree  in  writing  or  otherwise  to take  any  action
described in Sections 5.2(a) through (c).

     SECTION 5.3 Other Actions.  Each of Company and Playboy shall not and shall
cause its respective  subsidiaries not to take any action or agree in writing or
otherwise to take any action that would result in (i) any of the representations
and  warranties  of  such  party  (without  giving  effect  to  any  "knowledge"
qualification)  set forth in this Agreement that are qualified as to materiality
becoming untrue or incorrect,  (ii) any of such  representations  and warranties
(without  giving  effect  to any  "knowledge"  qualification)  that  are  not so
qualified becoming untrue or incorrect in any material respect, (iii) any of the
conditions  to the  consummation  the  Mergers  set  forth in  Article 6 and the
transactions   contemplated  by  the  Related  Agreements  (including,   without
limitation,  the Related Transactions) not being satisfied,  or (iv) the Mergers
failing to qualify as exchanges under Section 351 of the Code.

     SECTION  5.4  Preparation  of the  S-4  Registration  Statement  and  Proxy
Statement;  Preparation of the S-1 Registration Statement;  Company Stockholders
Meeting.  (a) As soon as practicable  following the date of this  Agreement, the
Company and Playboy  shall  prepare  and file with the SEC a  preliminary  Proxy
Statement in form and substance  reasonably  satisfactory to each of Playboy and
the Company,  Playboy  shall  prepare and file with the SEC the S-4, in form and
substance  reasonably  satisfactory to each of Playboy and the Company, in which
the Proxy  Statement  will be included as a  prospectus,  and the Company  shall
prepare  and  file  with  the SEC the  S-1,  in form  and  substance  reasonably
satisfactory  to  Playboy.  Each  of the  Company  and  Playboy  shall  use  its
reasonable commercial efforts to (i) respond to any comments of the SEC and (ii)
have the S-4 and the S-1 declared  effective  under the  Securities  Act and the
rules and regulations  promulgated  thereunder as promptly as practicable  after
such filing or filings,  and to keep the S-4 and the S-1 effective as long as is
necessary to consummate  the Mergers and the Related  Transactions.  Each of the
Company  and Playboy  will use its  reasonable  commercial  efforts to cause the
Proxy  Statement  to be mailed to the  Company's  stockholders  as  promptly  as
practicable  after the S-4 is declared  effective under the Securities Act. Each
party will notify the other promptly of the receipt of any comments from the SEC
and of any request by the SEC for  amendments or supplements to the S-4, the S-1
or the Proxy  Statement or for additional  information and will supply the other
with  copies  of  all   correspondence   between   such  party  or  any  of  its
representatives  and the SEC,  with  respect  to the S-4,  the S-1 or the  Proxy
Statement. The S-4, the S-1 and the Proxy Statement shall comply in all material
respects  with all  requirements  of applicable  law.  Whenever any event occurs
which is required to be set forth in an amendment or  supplement to the S-4, the
S-1 or the Proxy  Statement,  Playboy or the Company,  as the case may be, shall
promptly  inform the other of such  occurrences and cooperate in filing with the
SEC or mailing to stockholders of the Company such amendment or supplement.  The
Proxy Statement shall include the  recommendations of the Company Board in favor
of this Agreement and the Related  Agreements and the transactions  contemplated
by this Agreement or the Related Agreements (including,  without limitation, the
Mergers  and the  Related  Transactions).  Playboy  shall  also take any  action
required to be taken under any applicable state securities or "blue sky" laws in
connection with the issuance of New Playboy Class B Common Stock pursuant to the
Mergers and the Company shall furnish all information concerning the Company and
the holders of the Company  Common  Stock and rights to acquire  Company  Common
Stock pursuant to the Company Stock Option Plans as may be reasonably  requested
in connection with any such action.

          (b) The Company  will,  as soon as  practicable  following the date of
this  Agreement,  duly call,  give notice of, convene and hold a meeting of
its  stockholders  (the  "Company  Stockholders  Meeting")  for the  purpose  of
obtaining the requisite  approval by such stockholders of this Agreement and the
transactions   contemplated   by  this  Agreement  or  the  Related   Agreements
(including,   without  limitation,   the  Mergers,  but  excluding  the  Related
Transactions).  The Company shall,  through the Company Board,  recommend to its
stockholders approval of this Agreement and all of such transactions.

     SECTION 5.5 No Solicitation  of Transactions by the Company.  From the date
hereof  until  the  earlier  of  the  termination  of  this  Agreement  and  the
abandonment of the transactions herein  contemplated  pursuant to Section 7.1 or
the  Effective  Time  of the  Mergers,  neither  the  Company  nor  any  Company
Subsidiaries shall, nor shall it or any of its subsidiaries  authorize or permit
any of their respective officers, directors, employees, attorneys,  accountants,
investment  bankers,  financial  advisors,  representatives,   agents  or  other
authorized  Persons to directly or indirectly (i) solicit,  initiate,  encourage
(including  by way of  furnishing  information)  or take  any  other  action  to
facilitate any inquiry or the making of any proposal which  constitutes,  or may
reasonably be expected to lead to, any  acquisition or purchase of a substantial
amount of assets of, or any equity interest (other than pursuant to the exercise
of  existing  stock  options  and  warrants)  in,  the  Company  or any  Company
Subsidiaries  or any tender offer  (including  a self tender  offer) or exchange
offer, merger,  consolidation,  business combination,  sale of substantially all
assets,  sale  of  securities,  recapitalization,  liquidation,  dissolution  or
similar  transaction  involving the Company or any Company  Subsidiaries  (other
than the  transactions  contemplated  by this  Agreement) or any other  material
corporate  transaction the  consummation  of which would or could  reasonably be
expected to impede, interfere with, prevent or materially delay the transactions
contemplated by this Agreement,  the Related Agreements and the Newco Agreements
(collectively,  "Transaction  Proposals") or agree to or endorse any Transaction
Proposal,  or (ii) propose,  enter into or  participate  in any  discussions  or
negotiations regarding any of the foregoing,  or furnish to any other Person any
information  with respect to its  business,  properties  or assets or any of the
foregoing,  or otherwise cooperate in any way with, or assist or participate in,
facilitate or encourage, any effort or attempt by any other Person to do or seek
any of the foregoing; provided, however, that the foregoing clauses (i) and (ii)
shall not apply to the extent that the Company  Board shall  receive a Qualified
Transaction  Proposal  and shall  conclude  in good faith on the basis of advice
from  outside  counsel,  that such action is  necessary in order for the Company
Board to act in a manner  which is  consistent  with its  fiduciary  obligations
under  applicable  law. The Company shall notify Playboy in writing (as promptly
as  practicable  but within two business  days) of all of the  relevant  details
relating to all inquiries  and proposals  (including,  without  limitation,  the
identity of the Person making the Qualified  Transaction  Proposal and the steps
it is taking in response to such proposal) which it or any Company Subsidiary or
any such  officer,  director,  employee,  agent,  investment  banker,  financial
advisor,  attorney,  accountant,  broker,  finder  or other  representative  may
receive  relating to any of such  matters and if such  inquiry or proposal is in
writing,  the  Company  shall  deliver  to  Playboy  a copy of such  inquiry  or
proposal.  For  purposes  of this  Agreement,  the term  "Qualified  Transaction
Proposal" means a Transaction  Proposal that (x) the Company Board determines in
good faith, after consultation with its outside financial advisor, is reasonably
capable  of  being   consummated   and  (y)  is  not  subject  to  any  material
contingencies  relating to financing,  or, if it is subject to any such material
contingencies,  the Company Board determines in good faith,  after  consultation
with its  outside  financial  advisor,  that  such  financing  is  likely  to be
obtained.

     SECTION 5.6 Letters of the Company's Accountants.

          (a) The Company shall use its best efforts to cause to be delivered to
Playboy a "comfort"  letter of Grant Thorton L.L.P.,  the Company's  independent
auditors, dated a date within two business days before the date on which the S-4
shall  become  effective  and  addressed  to  Playboy,  in  form  and  substance
reasonably  satisfactory  to Playboy and  customary in scope and  substance  for
letters  delivered  by  independent   public   accountants  in  connection  with
registration statements similar to the S-4.

          (b)  Playboy  shall use its best  efforts to cause to be  delivered  
to the Company a "comfort  letter" of Coopers & Lybrand  L.L.P.,  Playboy's
independent  auditors,  dated as of a date within two  business  days before the
date on which the S-4 shall become  effective and  addressed to the Company,  in
form and substance reasonably satisfactory to the Company and customary in scope
and  substance  for letters  delivered  by  independent  public  accountants  in
connection with registration statements similar to the S-4.

     SECTION 5.7 Access to Information; Confidentiality.

          (a) Upon reasonable  notice during normal business hours and subject 
to the restrictions  contained in confidentiality  agreements to which such
party is subject, between the date hereof and the Effective Time of the Mergers,
the Company  will give  Playboy and its  authorized  representatives  reasonable
access  to all  employees,  offices  and other  facilities  and to all books and
records of the Company and the Company Subsidiaries, will permit Playboy to make
such inspections as Playboy may reasonably  require and will cause the Company's
officers  and those of the Company  Subsidiaries  to furnish  Playboy  with such
financial and operating data and other information with respect to the business,
properties and personnel of the Company and the Company  Subsidiaries as Playboy
may  from  time  to  time  reasonably  request;   provided,   however,  that  no
investigation  pursuant  to this  Section  5.7(a)  shall  affect or be deemed to
modify any of the  representations  or  warranties  made by the  Company in this
Agreement or by any executive officer of the Company in any certificate required
to be delivered pursuant to Section 6.3(a).  Playboy shall keep such information
confidential in accordance with the terms of the confidentiality agreement dated
July 16, 1997 between Playboy and the Company (the "Confidentiality Agreement").

          (b) Upon reasonable  notice during normal business hours and subject 
to the restrictions  contained in confidentiality  agreements to which such
party is subject, between the date hereof and the Effective Time of the Mergers,
Playboy  will give the Company  and its  authorized  representatives  reasonable
access to  Christie  Hefner,  Linda  Havard  and  Anthony  J.  Lynn,  and to the
organizational  documents of Playboy and the Playboy  Subsidiaries,  will permit
the Company to make such  inspections as the Company may reasonably  require and
will cause Playboy's  officers and those of the Playboy  Subsidiaries to furnish
the Company with such  financial and operating data with respect to the business
of Playboy  and the  Playboy  Subsidiaries  as the Company may from time to time
reasonably request;  provided,  however, that no investigation  pursuant to this
Section 5.7(b) shall affect or be deemed to modify any of the representations or
warranties  made by Playboy in this  Agreement  or by any  executive  officer of
Playboy in any certificate  required to be delivered pursuant to Section 6.2(a).
The Company shall keep such  information  confidential  in  accordance  with the
terms of the Confidentiality Agreement.

          (c) Between the date hereof and the Closing Date, the Company shall 
furnish to Playboy within 45 days after the end of each fiscal quarter,  an
unaudited  balance  sheet,  income  statement and statement of cash flows of the
Company on a consolidated basis,  prepared in accordance with GAAP in conformity
with the  practices  consistently  applied by the  Company  with  respect to its
quarterly  financial  statements.  All the  foregoing in all material  respects,
subject  to  year-end  adjustments,  shall be in  accordance  with the books and
records of the Company and fairly present the consolidated financial position of
the Company as of the last day of the period then ended.

          (d) Between the date hereof and the Closing Date,  Playboy shall 
furnish to the Company within 45 days after the end of each fiscal quarter,
an unaudited  balance  sheet,  income  statement  and statement of cash flows of
Playboy on a consolidated basis,  prepared in accordance with GAAP in conformity
with the practices consistently applied by Playboy with respect to its quarterly
financial  statements.  All the foregoing in all material  respects,  subject to
year-end  adjustments,  shall be in  accordance  with the books and  records  of
Playboy and fairly present the consolidated  financial position of Playboy as of
the last day of the period then ended.

          (e) Between the date hereof and the Closing Date, the Company  shall,
upon  Playboy's  request,  furnish to Playboy a list,  to be  certified  at
Closing by an executive officer of the Company, of each item and all information
that would, on the date of this Agreement, have been required to be disclosed to
Playboy on the  Schedules  to this  Agreement  if such item had  existed or such
information  had  been  available  on  such  date;  provided,  however,  that no
disclosure  pursuant to this Section  5.7(e) shall affect or be deemed to modify
any of the  representations  or  warranties  made by the  Company or the Company
Subsidiaries in this Agreement.

          (f) Between the date hereof and the Closing Date,  Playboy shall, upon
the  Company's  request,  furnish to the Company a list, to be certified at
Closing by an  executive  officer of Playboy,  of each item and all  information
that would, on the date of this Agreement, have been required to be disclosed to
the Company on the Schedules to this  Agreement if such item had existed or such
information  had  been  available  on  such  date;  provided,  however,  that no
disclosure  pursuant to this Section  5.7(f) shall affect or be deemed to modify
any of the  representations  or warranties made by the Playboy  Entities in this
Agreement.

     SECTION 5.8 Reasonable  Commercial  Efforts.  Upon the terms and subject to
the conditions set forth in this Agreement, each of the parties hereto agrees to
use its  reasonable  commercial  efforts  to take,  or cause  to be  taken,  all
actions,  and to do, or cause to be done,  and to assist and cooperate  with the
other parties in doing, all things necessary, proper or advisable to fulfill all
conditions  applicable  to such party  pursuant to this  Agreement,  the Related
Agreements and the Newco Agreements and to consummate and make effective, in the
most expeditious manner practicable, the Mergers, the Related Transactions,  the
Newco  Transactions and the other  transactions  contemplated by this Agreement,
the Related Agreements and the Newco Agreements,  including, but not limited to,
(i) the obtaining of all necessary actions or nonactions,  waivers, consents and
approvals   from   Governmental   Entities  and  the  making  of  all  necessary
registrations  and  filings  (including  filings  under  the   Hart-Scott-Rodino
Antitrust  Improvements  Act of 1976, as amended (the "HSR Act"),  and all other
filings with  Governmental  Entities,  if any) and the taking of all  reasonable
steps as may be necessary to obtain an approval, waiver or exemption from, or to
avoid an action or proceeding by, any Governmental Entity; (ii) the obtaining of
all necessary consents,  approvals,  waivers or exemption from  non-governmental
third parties;  (iii) the defending of any lawsuits or other legal  proceedings,
whether  judicial or  administrative,  challenging  this Agreement,  any Related
Agreement,   any  Newco  Agreement  or  the  consummation  of  the  transactions
contemplated by this Agreement,  the Related Agreements or the Newco Agreements,
including seeking to have any stay or temporary restraining order entered by any
court or other Governmental  Entity vacated or reversed;  and (iv) the execution
and  delivery  of  any  additional   instruments  necessary  to  consummate  the
transactions  contemplated  by, and to fully  carry out the  purposes  of,  this
Agreement, the Related Agreements and the Newco Agreements.

     SECTION 5.9 Public Announcements.  Playboy and the Company, as the case may
be, will consult with one another  before issuing any press release or otherwise
making any public  statements with respect to the  transactions  contemplated by
this  Agreement,  the Related  Agreements  or the Newco  Agreements  (including,
without  limitation,  the  Mergers,  the  Related  Transactions  and  the  Newco
Transactions) and shall not issue any such press release or make any such public
statement  prior to such  consultation,  except as may be required by applicable
law or by  obligations  pursuant to any listing  agreement  with the NYSE or the
National  Association of Securities  Dealers,  Inc.  Automated  Quotation System
("NASDAQ"),  as  determined  by Playboy or the Company,  as the case may be, but
only upon the advice of its independent counsel.

     SECTION  5.10  Indemnification.  (a)  Playboy  agrees  that all  rights  to
indemnification  or exculpation now existing in favor of each present and future
director,  officer,  employee  or agent  of the  Company  or any of the  Company
Subsidiaries  as  provided  in their  respective  charters  or by-laws (or other
comparable  organizational  documents)  or  otherwise  in  effect as of the date
hereof against any costs or expenses  (including  reasonable  attorneys'  fees),
judgments,  fines,  losses,  claims,  damages,  liabilities  and amounts paid in
settlement  in  connection  with  any  claim,   action,   suit,   proceeding  or
investigation, whether civil, administrative or investigative, arising out of or
pertaining to the transactions contemplated by this Agreement or otherwise, with
respect to matters  occurring at or prior to the  Effective  Time of the Mergers
shall  survive  the  Mergers  and shall  continue in full force and effect for a
period of six (6) years from the Effective  Time of the Mergers and shall not be
amended or  otherwise  modified in any manner that would  adversely  affect such
rights; provided,  however, that all rights to indemnification in respect of any
claim (a "Claim")  asserted or made within such period shall  continue until the
disposition  of such Claim.  To the maximum extent  permitted by the DGCL,  such
indemnification  shall be mandatory  rather than  permissive and the S Surviving
Corporation  shall advance expenses in connection with such  indemnification  to
the fullest extent permitted under applicable law; provided,  however,  that the
Person to whom  expenses  are  advanced  provides an  undertaking  to repay such
advances if it is  ultimately  determined  that such  Person is not  entitled to
indemnification.

          (b) The provisions of this Section 5.10 shall survive the consummation
of the  Mergers at the  Effective  Time of the  Mergers,  are  intended  to
benefit the  Company,  the S Surviving  Corporation  and each present and former
director,  officer,  employee  or agent  of the  Company  or any of the  Company
Subsidiaries (collectively,  the "Indemnified Parties"), shall be binding on all
successors and assigns of the S Surviving  Corporation  and shall be enforceable
by the Indemnified Parties.

          (c) For a period of six (6) years after the Effective  Time of the 
Mergers,  Playboy  shall cause the S Surviving  Corporation  to maintain in
effect,  if available,  directors' and officers'  liability  insurance  covering
those  Persons  who  are  currently  covered  by the  Company's  directors'  and
officers'  liability  insurance policy (a correct and complete copy of which has
been made  available to Playboy) on terms  comparable to those now applicable to
directors and officers of the Company; provided, however, that in no event shall
the S  Surviving  Corporation  be  required  to  expend in excess of 175% of the
annual premium  currently  paid by the Company for such  coverage;  and provided
further,  that if the premium for such coverage exceeds such amount,  Playboy or
the S Surviving  Corporation  shall purchase a policy with the greatest coverage
available for such 175% of such annual premium.

          (d) Playboy shall  indemnify and hold harmless the Company from and 
against any losses, claims (including,  without limitation, any third party
claims),  damages,  expenses or other  liabilities  or  obligations  (including,
without  limitation,  interest,  penalties  and  reasonable  fees  and  expenses
(including  costs of investigation  and  preparation) of attorneys,  experts and
consultants incurred in any cause of action,  proceeding or arbitration) arising
out  of or  in  connection  with  the  Newco  Transactions  (including,  without
limitation, the Newco Agreements);  provided, however, that such losses, claims,
damages,  expenses or other  liabilities or obligations  shall not includes fees
and expenses  incurred by the Company in connection  with the preparation of the
Newco Agreements.

     SECTION 5.11 Notification of Certain Matters. The Company shall give prompt
notice to Playboy and Playboy  shall give prompt  notice to the Company,  of (i)
the occurrence or  nonoccurrence of any event the occurrence or nonoccurrence of
which would be likely to cause any  representation or warranty contained in this
Agreement to be untrue or inaccurate in any material  respect at or prior to the
Effective Time of the Mergers,  (ii) any material  failure of the Company or any
of the  Playboy  Entities,  as the case may be, to comply  with or  satisfy  any
covenant,  condition or  agreement to be complied  with or satisfied by it under
this  Agreement  or any  Related  Agreement,  (iii)  any  notice  of,  or  other
communication  relating  to, a default or event  which,  with notice or lapse of
time or both, would become a default,  received by it or any of its subsidiaries
subsequent to the date of this  Agreement and prior to the Effective Time of the
Mergers,  under any contract or agreement  material to the financial  condition,
properties,  businesses,  prospects  or  results  of  operations  of it and  its
subsidiaries  taken as a whole to which it or any of its subsidiaries is a party
or is  subject,  (iv) any  notice or other  communication  from any third  party
alleging  that  the  consent  of  such  third  party  is or may be  required  in
connection with the  transactions  contemplated by this Agreement or the Related
Agreements  (including,   without  limitation,   the  Mergers  and  the  Related
Transactions),  or (v) any  Playboy  Material  Adverse  Effect  (in the  case of
Playboy)  or  Company  Material  Adverse  Effect  (in the case of the  Company);
provided, however, that the delivery of any notice pursuant to this Section 5.10
shall not cure such breach or  non-compliance  or limit or otherwise  affect the
remedies, if any, available hereunder to the party receiving such notice.

     SECTION 5.12 Tax Treatment.  Each of Playboy,  Holdco, Merger Sub P, Merger
Sub S and the Company shall use its reasonable best efforts to cause the Mergers
to qualify as  exchanges  governed  by Section 351 of the Code and to obtain the
opinions of counsel  referred to in Sections 6.2(d) and 6.3(c).  The Company and
Playboy shall execute and deliver to each of Kramer,  Levin, Naftalis & Frankel,
counsel to the Company, and Paul, Weiss, Rifkind, Wharton & Garrison, counsel to
Playboy,  certificates  executed  by  authorized  officers  of the  Company  and
Playboy,  as applicable,  as to tax matters in form  reasonably  satisfactory to
each of Kramer, Levin,  Naftalis & Frankel and Paul, Weiss,  Rifkind,  Wharton &
Garrison,  respectively,  at such time or times as reasonably  requested by such
law firm in connection  with its delivery of its opinion  referred to in Section
6.2(d) or 6.3(c),  as the case may be, and the Company  and  Playboy  shall each
provide a copy thereof to the other party.  Prior to the  Effective  Time of the
Mergers,  neither the  Company  nor Playboy  shall take or cause to be taken any
action  which would cause to be untrue (or fail to take or cause not to be taken
any action  which would cause to be untrue)  any of the  representations  in the
certificates.  Following the Effective Time of the Mergers,  no party shall, nor
shall any party permit any of its subsidiaries to, take any actions which would,
or would be reasonably likely to, adversely affect the ability of the Mergers to
qualify as exchanges  under Section 351 of the Code  including,  but not limited
to,  the  liquidation  or  merger  of P  Surviving  Corporation  or S  Surviving
Corporation or the issuance of additional  shares of Holdco resulting in a "loss
of control" (as defined in Section  368(c) of the Code) by the  stockholders  of
the Company and the stockholders of Playboy.

     SECTION 5.13 Company  Affiliates.  The Company has identified to Playboy on
Schedule 5.13 to this Agreement each Person (each a "Company Affiliate") who is,
as of the date hereof,  an  "affiliate"  of the Company for the purposes of Rule
145 under the  Securities  Act. The Company  shall use its best efforts to cause
each Company  Affiliate to deliver prior to the Effective Time of the Mergers to
Playboy a written agreement (the "Affiliate Letter") that such Company Affiliate
will not sell,  pledge,  transfer  or  otherwise  dispose  of any  shares of New
Playboy  Class B Common Stock issued to such Company  Affiliate  pursuant to the
Mergers, except in compliance with Rule 145 promulgated under the Securities Act
or an exemption from the registration requirements of the Securities Act.

     SECTION 5.14. SEC and Other Governmental  Filings.  Each of Playboy and the
Company shall  promptly  provide the other party (or its counsel) with copies of
all  filings  made by it or any of its  subsidiaries  with the SEC or any  other
local,  state,  Federal or foreign  Governmental  Entity in connection with this
Agreement or any of the Related Agreements and the transactions  contemplated by
this Agreement or the Related Agreements  (including,  without  limitation,  the
Mergers and the Related Transactions).  

     SECTION 5.15. Related  Transactions;  Related  Agreements.  (a) The Company
shall  (i) take all  action  necessary  to  effect  (and to cause  Subco and the
Company  Subsidiaries to effect) the Related Transactions prior to the Effective
Time of the Mergers,  and (ii) use its  commercially  reasonable best efforts to
obtain all consents,  approvals, waivers and agreements of Governmental Entities
and  nongovernmental  third parties necessary or desirable to effect the Related
Transactions.  "Related  Transactions" means (X) the contribution by the Company
and, as necessary, one or more Company Subsidiaries, to Subco, of certain assets
and  liabilities of the Company or Company  Subsidiaries  as contemplated by the
Transfer and Redemption Agreement and the other Related Agreements,  and (Y) the
distribution  by the  Company to the  holders of  outstanding  shares of Company
Common Stock and Company Preferred Stock on the date of such distribution of all
of the capital  stock of Subco,  allocated to each such share of Company  Common
Stock on a pro rata basis in accordance with the terms of this Agreement and the
Transfer and Redemption Agreement.

          (b) The Company shall (i) take all action necessary to enter into the 
Newco  Agreements  and effect the Newco  Transactions  on the Closing  Date
prior to the  Effective  Time of the  Mergers,  and  (ii)  use its  commercially
reasonable  best  efforts  to  obtain  all  consents,   approvals,  waivers  and
agreements of Governmental  Entities and nongovernmental third parties necessary
or desirable to effect the Newco  Transactions.  "Newco  Transactions" means the
transactions contemplated by the Newco Agreements.

          (c) Prior to the Effective Time of the Mergers, none of the Company,  
Subco or the other Company  Subsidiaries  shall take any action under or as
contemplated by the Related  Agreements or the Newco  Agreements or otherwise in
connection with the Related  Transactions or the Newco Transactions  without the
prior consent of Playboy,  including,  without limitation,  taking any action to
amend or otherwise modify any Related  Agreement or Newco Agreement or waive any
provision thereof.  The Company furthermore agrees that Playboy may, in its sole
discretion, cause the Company to waive any condition of the Company to close the
transactions  contemplated  by the Related  Agreements or the Newco  Agreements;
provided that nothing in this Section  5.15(c) shall permit Playboy to cause any
action to be taken by Subco;  provided,  further,  that  nothing in this Section
5.15(c)  shall  prevent  Subco or the  Company  on behalf of Subco (in each case
without the consent of Playboy)  from waiving any  conditions  of Subco to close
the transactions contemplated by the Related Agreements.

     SECTION  5.16  Emerald  Media  Option.  Neither  the Company nor any of the
Company  Subsidiaries  shall  exercise  the  Company's  option to  purchase  the
outstanding capital stock or assets of Emerald Media, Inc.;  provided,  however,
that  Subco  may  exercise  such  option  following,  and  only  following,  the
consummation of the Related Transactions.

     SECTION   5.17  Tax   Treatment  of  Related   Transactions.   The  Related
Transactions  are intended to be treated as (i) a transfer of assets to, and the
assumption  of  liabilities  by, Subco and (ii) a  distribution  of Subco by the
Company that is taxable both to the Company and to the holders of Company Common
Stock that receive shares of Subco pursuant to the Related Transactions.

     SECTION 5.18 Employee  Benefit Plans.  Playboy agrees that employees of the
Company or any of the  Company  Subsidiaries  shall be given  credit  under each
employee  benefit plan,  program,  policy or arrangement of the Playboy Entities
(or the S  Surviving  Corporation)  in  which  the  employees  are  eligible  to
participate for all service with the Company and any of the Company Subsidiaries
(to the  extent  such  credit  was given by the  Company  or any of the  Company
Subsidiaries) for purposes of eligibility and vesting.

     SECTION 5.19 Optional Services Agreement.  Playboy and the Company agree to
use their  commercially  reasonable efforts to negotiate in good faith the terms
of  the  Optional  Services  Agreement  referred  to in the  Mandatory  Services
Agreement, as contemplated by Section 12 of the Mandatory Services Agreement.


                                    ARTICLE 6

                    CONDITIONS TO CONSUMMATION OF THE MERGERS

     SECTION 6.1  Conditions to Each Party's Obligations to Effect the Mergers.
The  respective  obligations  of each party hereto to effect the Mergers and the
other  transactions  contemplated  by this  Agreement or the Related  Agreements
(including,  without  limitation,  the Related  Transactions) are subject to the
satisfaction  at or prior to the Effective  Time of the Mergers of the following
conditions:

          (a) this Agreement and the Related Agreements shall have been approved
and adopted by the requisite vote of the boards of directors of the Playboy
Entities,  the  Company  Board,  the board of  directors  of any of the  Company
Subsidiaries  which  is a  party  to any  of the  Related  Agreements,  and  the
stockholders of the Company;

          (b) no  statute,  rule,  regulation,  executive  order,  decree,  
ruling or  injunction  shall have been  enacted,  entered,  promulgated  or
enforced by any  Governmental  Entity  which  prohibits,  restrains,  enjoins or
restricts the consummation of the transactions contemplated by this Agreement or
the  Related  Agreements  (including,  without  limitation,  the Mergers and the
Related  Transactions)  or which subjects any party to substantial  damages as a
result of the consummation of the transactions contemplated by this Agreement or
the  Related  Agreements  (including,  without  limitation,  the Mergers and the
Related Transactions);

          (c) any Person required in connection with the transactions 
contemplated  by  this  Agreement  or the  Related  Agreements  (including,
without  limitation,  the  Mergers  and  the  Related  Transactions)  to  file a
notification  and report  form in  compliance  with the HSR Act shall have filed
such form and any  applicable  waiting  period  with  respect  to each such form
(including  any  extension  thereof  by  reason  of  a  request  for  additional
information) shall have terminated or expired;

          (d) the S-4 and the S-1 shall have become  effective  under the  
Securities Act and shall not be the subject of any stop order or proceedings 
seeking a stop order;

          (e) all governmental or regulatory  notices (other than those in 
connection  with the HSR Act) or  approvals  required  with  respect to the
transactions contemplated by this Agreement or the Related Agreements shall have
been either filed or received; and

          (f) the Related  Agreements  shall have been executed and delivered 
and the Related Transactions shall have been consummated in accordance with the 
terms of the Related Agreements.

     SECTION 6.2 Conditions to the Obligations of the Company. The obligation of
the  Company to effect the Mergers and the other  transactions  contemplated  by
this Agreement or the Related Agreements  (including,  without  limitation,  the
Related  Transactions)  is  subject  to  the  satisfaction  at or  prior  to the
Effective Time of the Mergers of the following conditions:

          (a) the representations and warranties of Playboy, Holdco, Merger Sub 
P and Merger Sub S set forth in this  Agreement  that are  qualified  as to
materiality shall be true and correct, and the representations and warranties of
Playboy,  Holdco, Merger Sub P and Merger Sub S set forth in this Agreement that
are not so qualified shall be true and correct in all material respects, in each
case as of the  date  of  this  Agreement  and as of the  Effective  Time of the
Mergers,  as though made on and as of the Effective Time of the Mergers,  except
to the extent the  representation  or warranty is expressly limited by its terms
to another date or except for changes  contemplated by this  Agreement,  and the
Company shall have received a certificate (which certificate may be qualified by
knowledge to the same extent as the  representations  and warranties of Playboy,
Holdco,  Merger Sub P and Merger Sub S contained herein are so qualified) signed
on behalf of Playboy by an  executive  officer of Playboy or signed on behalf of
Holdco by an executive officer of Holdco, to such effect;

          (b) each of the Playboy Entities shall have obtained the consent,  
approval or waiver of each non-governmental Person whose consent,  approval
or waiver shall be required in order for such Playboy  Entity to consummate  the
transactions  contemplated by this Agreement or the Related  Agreements,  except
those  for  which the  failure  to obtain  such  consent,  approval  or  waiver,
individually  or in the aggregate,  is not reasonably  likely to have, a Playboy
Material  Adverse  Effect and is not reasonably  likely to adversely  affect the
ability of Playboy to consummate the transactions contemplated by this Agreement
or the Related Agreements;

          (c) each of the  obligations of the Playboy  Entities to be performed 
at or before the  Effective  Time of the  Mergers  pursuant to the terms of
this Agreement and the Related  Agreements shall have been duly performed in all
material  respects  at or before the  Effective  Time of the  Mergers and at the
Closing,  Playboy  shall  have  delivered  to the  Company a  certificate  of an
executive officer of Playboy to such effect;

          (d) the Company shall have received the opinion of Kramer,  Levin, 
Naftalis & Frankel,  counsel to the Company, dated the Closing Date, to the
effect that the  Mergers  will be treated  for  federal  income tax  purposes as
exchanges governed by the provisions of Section 351 of the Code;

          (e) the Company  shall have received a  certificate,  in form and 
substance  reasonably  satisfactory  to  it,  signed  by the  Secretary  of
Playboy,  certifying  (i) that full and  complete  copies of the  following  are
attached  thereto:   (X)  resolutions  or  similar   documents   evidencing  the
authorization  and approval by the Playboy  Board and the boards of directors of
the other Playboy Entities of this Agreement and the Related  Agreements and the
transactions   contemplated   by  this  Agreement  or  the  Related   Agreements
(including,  without limitation, the Mergers and the Related Transactions),  (Y)
the Restated  Certificate of  Incorporation  of Playboy and the  Certificates of
Incorporation  (or  other  organizational  documents)  of  each  of the  Playboy
Entities,  each as amended to the date  hereof and (Z) such other  documents  or
instruments  as the  Company  may  reasonably  request  in  connection  with the
transactions contemplated by this Agreement or the Related Agreement (including,
without limitation,  the Mergers and the Related  Transactions);  and (ii) as to
the incumbency and specimen signature of each  representative of Playboy and the
other Playboy  Entities signing this Agreement,  the Related  Agreements and any
other document in connection herewith or therewith;

          (f) the New Playboy Class B Common Stock shall be listed for trading 
on the NYSE;

          (g) the Company shall have received the opinion of a nationally  
recognized  solvency firm, dated the Closing Date and in form and substance
satisfactory  to the  Company,  to the effect  that  Subco will be solvent  upon
consummation of the Mergers and the Related Transactions;

          (h) contemporaneously  with the Closing, all outstanding amounts due 
under the Loan and  Security  Agreement  dated as of January 15,  1997,  as
amended,  between the Company and Darla L.L.C.  shall have been  repaid;  and 

          (i) since December 31, 1997, no change or event shall have occurred 
which has had or could reasonably be expected to result in a Playboy Material 
Adverse Effect.

     SECTION 6.3  Conditions to the  Obligations  of Playboy.  The obligation of
Playboy to effect the Mergers and the other  transactions  contemplated  by this
Agreement or the Related Agreements (including,  without limitation, the Related
Transactions)  is subject to the  satisfaction at or prior to the Effective Time
of the Mergers of the following conditions:

          (a) the  representations  and  warranties  of the  Company  and the 
Company  Subsidiaries  set forth in this Agreement that are qualified as to
materiality shall be true and correct, and the representations and warranties of
the Company set forth in this Agreement that are not so qualified  shall be true
and  correct  in all  material  respects,  in each  case as of the  date of this
Agreement and as of the Effective Time of the Mergers,  as though made on and as
of the Effective Time of the Mergers, except to the extent the representation or
warranty is expressly  limited by its terms to another  date,  and Playboy shall
have received a certificate  (which certificate may be qualified by knowledge to
the same extent as the  representations  and warranties of the Company contained
herein are so qualified) signed on behalf of the Company by an executive officer
of the Company or signed on behalf of a Company Subsidiary, to such effect;

          (b) each of the obligations of the Company to be performed at or 
before the  Effective  Time of the  Mergers  pursuant  to the terms of this
Agreement  and the  obligations  of the Company and each other party (other than
the Playboy  Entities) to each of the Related  Agreements  to be performed at or
before the  Effective  Time of the  Mergers  pursuant  to the terms of each such
Related  Agreement shall have been duly performed in all material respects at or
before the Effective  Time of the Mergers and at the Closing,  the Company shall
have delivered to Playboy a certificate  of an executive  officer of the Company
to such effect;

          (c)  Playboy  shall have  received  the  opinion of Paul,  Weiss,  
Rifkind, Wharton & Garrison, counsel to Playboy, dated the Closing Date, to
the effect that the Mergers  will be treated for federal  income tax purposes as
exchanges governed by the provisions of Section 351 of the Code;

          (d) the Company shall have obtained the consent, approval or waiver of
each  non-governmental  Person whose  consent,  approval or waiver shall be
required in order for the Company to consummate  the  transactions  contemplated
hereby  and  by the  Related  Agreements  (including,  without  limitation,  all
consents  required  by lessors  under the Leases and all  consents  required  by
either the  Company or any of the  Company  Subsidiaries  under any  transponder
service  agreement,  including,  without  limitation,  the Transponder  Services
Agreement,  dated  February 7, 1995,  between  the Company and Loral  Skynet (as
successor  to AT&T Corp.),  as  amended),  except those for which the failure to
obtain such consent,  approval or waiver,  individually or in the aggregate,  is
not reasonably  likely to have, a Company  Material  Adverse Effect (and Playboy
shall have received evidence thereof satisfactory to it);

          (e)  Playboy  shall have  received  a  certificate,  in form and  
substance  reasonably  satisfactory  to it,  signed by the Secretary of the
Company,  certifying  (i) that full and  complete  copies of the  following  are
attached  thereto:   (X)  resolutions  or  similar   documents   evidencing  the
authorization  and  approval by the Company  Board and the board of directors of
the Company  Subsidiaries  of this Agreement and the Related  Agreements and the
transactions   contemplated   by  this  Agreement  or  the  Related   Agreements
(including,  without limitation, the Mergers and the Related Transactions),  (Y)
the Certificate of Incorporation of the Company and the Company Subsidiaries (or
other organizational documents), each as amended to the date hereof and (Z) such
other  documents or instruments as Playboy may reasonably  request in connection
with the  transactions  contemplated by this Agreement or the Related  Agreement
(including,  without limitation, the Mergers and the Related Transactions);  and
(ii) as to the incumbency and specimen  signature of each  representative of the
Company  and the  Company  Subsidiaries  signing  this  Agreement,  the  Related
Agreements and any other document in connection herewith or therewith.

          (f) since  December 31, 1997, no change or event shall have occurred 
which has had or could  reasonably be expected to result in a Company Material 
Adverse Effect;

          (g) the  Average  Playboy  Stock  Price  shall be equal to or greater
than $13.00;

          (h)  Playboy  shall have  received  an  Affiliate  Letter  from each 
of the Company Affiliates set forth on Schedule 5.13 to this Agreement;

          (i) (X) each of the Related Agreements (including, without limitation,
all of the documents to be exercised and delivered in connection with the 
closing of the transactions contemplated by the Transfer and Redemption
Agreement) shall be in form and substance  satisfactory to Playboy and shall
have been duly  executed and  delivered;  (Y) all of the  conditions to the
closing  of  the  transactions  contemplated  by  the  Transfer  and  Redemption
Agreement  shall have been waived or satisfied to the  satisfaction  of Playboy;
and (Z) all of the  transactions  contemplated by the Related  Agreements  shall
have otherwise been consummated to the satisfaction of Playboy.

          (j) the Company shall have amended,  to the extent  necessary,  the 
Company  Stock Option Plans and any  agreements  entered into in connection
therewith  to permit the Company to cancel or  accelerate  all  Company  Options
solely for the payment  provided  herein;  

          (k) the aggregate  number of shares of Company  Common  Stock at the  
Effective  Time of the  Mergers  that  constitute Dissenting  Shares shall be 
less than 5% of the shares of Company  Common Stock outstanding as of the 
Effective Time of the Mergers; and

          (l) the Company shall have received the agreements  contemplated by 
Section 2.2(f),  and  shall  have  delivered  to  Playboy  evidence  of such  
agreements satisfactory  to Playboy,  (i) of all of the holders of Company  
Options granted outside the Company  Option Plans and (ii) of the holders of at 
least 95% of the Company Options granted under the Company Option Plans.


                                   ARTICLE 7

                TERMINATION; AMENDMENT; WAIVER; FEES AND EXPENSES

     SECTION 7.1  Termination.  This Agreement may be terminated and the Mergers
may be abandoned at any time,  but prior to the  Effective  Time of the Mergers,
notwithstanding approval thereof by the stockholders of the Company:

          (a) by mutual written  consent duly authorized by the Playboy Board 
and the Company Board;

          (b) by either Playboy or the Company,  if the Effective Time of the 
Mergers shall not have occurred on or before  December 31, 1998;  provided,
however, that (i) if the Effective Time of the Mergers has not occurred prior to
such date solely as a result of any Transaction  Litigation or suit,  action, or
proceeding pending or threatened which could reasonably be expected to result in
material damages to Playboy, the Company, Holdco, the P Surviving Corporation or
the S Surviving  Corporation or any of their  subsidiaries  or Affiliates if the
transactions   contemplated   hereby   (including   the   Mergers   and  Related
Transactions)  were  consummated,  then the  Company's  right to terminate  this
Agreement under this Section 7.1(b) shall not be available  unless and until the
Effective Time of the Mergers shall not have occurred on or before  December 31,
1998;  (ii) the Company's  right to terminate this Agreement  under this Section
7.1(b)  shall not be  available  if the  failure of the  Company (or any Company
Subsidiary) to effect the Related  Transactions shall have been the cause of, or
resulted  in, the failure of the  Effective  Time of the Mergers to occur before
December 31, 1998,  other than due to events or  circumstances  which are beyond
the control of the  Company;  and (iii) the right to  terminate  this  Agreement
under this Section  7.1(b) shall not be available to the party whose  failure to
fulfill any  obligation  under this  Agreement  shall have been the cause of, or
resulted  in, the  failure of the  Effective  Time of the Mergers to occur on or
before December 31, 1998;

          (c) by either Playboy or the Company,  if any final order, decree or 
ruling  permanently  restraining,  enjoining or otherwise  prohibiting  the
consummation of the  transactions  contemplated by this Agreement or the Related
Agreements  (including,   without  limitation,   the  Mergers  and  the  Related
Transactions) shall have been entered by any court of competent  jurisdiction or
Governmental Entity and shall have become final and nonappealable;

          (d) by either  Playboy  or the  Company,  if this  Agreement  shall
fail to receive the requisite vote for adoption at the Company Stockholders
Meeting or any adjournment or postponement thereof;

          (e) by Playboy, upon a breach by the Company of any material 
representation  or warranty of the Company set forth in this Agreement,  or
if any such  representation  or warranty  shall have become  untrue  (either,  a
"Terminating Company Breach"), in either case such that the conditions set forth
in Section  6.3(a)  could not be  satisfied  within 30 days of such  Terminating
Company  Breach upon the Company's  exercise of its  reasonable  best efforts or
such breach has not in any event been cured  within 30 days of such  Terminating
Company Breach;

          (f) by the Company,  upon breach by Playboy of any material  
representation  or warranty of Playboy set forth in this  Agreement,  or if
any such  representation  or  warranty  shall  have  become  untrue  (either,  a
"Terminating Playboy Breach"), in either case such that the conditions set forth
in Section  6.2(a)  could not be  satisfied  within 30 days of such  Terminating
Playboy  Breach upon Playboy's  exercise of its reasonable  best efforts or such
Terminating  Playboy  Breach has not in any event  been cured  within 30 days of
such Terminating Playboy Breach;

          (g) by Playboy,  upon the breach by the Company of any material 
covenant or agreement of the Company set forth in this  Agreement  which is
not able to be cured within 30 days of such breach upon the  Company's  exercise
of its  reasonable  best efforts or has not, in any event,  been cured within 30
days of such breach;

          (h) by the Company,  upon the breach by Playboy of any material 
covenant or agreement of Playboy set forth in this  Agreement  which is not
able to be cured  within 30 days of such breach upon  Playboy's  exercise of its
reasonable  best efforts or has not, in any event,  been cured within 30 days of
such breach;

          (i) by Playboy,  if any event happens which could reasonably be 
expected to result in a Company Material Adverse Effect;

          (j) by the Company, if any event happens which could reasonably be
 expected to result in a Playboy Material Adverse Effect; and

          (k) by the Company,  if the Company Board shall concurrently  approve,
and the Company  shall  concurrently  enter into,  a  definitive  agreement
providing  for  the  implementation  of  the  transactions   contemplated  by  a
Transaction  Proposal;  provided,  however,  that (i) the Company is not then in
breach of Section 5.1,  (ii) the Company  Board shall have complied with Section
7.3 in  connection  with such  Transaction  Proposal,  and (iii) no  termination
pursuant to this  Section  7.1(k) shall be  effective  unless the Company  shall
simultaneously make the payment required by Section 7.2.

     SECTION 7.2 Effect of  Termination.  (a) In the event that any Person shall
make a  Transaction  Proposal and  thereafter  (i) this  Agreement is terminated
pursuant to Section  7.1(k),  and (ii) a definitive  agreement with respect to a
Transaction Proposal is executed,  or a Transaction Proposal is consummated,  at
or within eighteen months after such termination,  then the Company shall pay to
Playboy a fee of $3,000,000,  plus the fees and expenses incurred by the Playboy
Entities in connection with the transactions  contemplated by this Agreement and
the Related Agreements,  which amounts shall be payable by wire transfer of same
day funds on the date such agreement is executed,  or such Transaction  Proposal
is  consummated,  as  applicable.  In the event  that any  Person  shall  make a
Transaction Proposal and thereafter (i) this Agreement is terminated pursuant to
Section 7.1(k),  and (ii) no definitive  agreement with respect to a Transaction
Proposal is executed,  and no Transaction Proposal is consummated,  at or within
eighteen months after such termination, then the Company shall pay to Playboy an
amount  equal to the fees and  expenses  incurred  by the  Playboy  Entities  in
connection with the transactions  contemplated by this Agreement and the Related
Agreements,  which  amount  shall  be  payable  promptly  in cash.  The  Company
acknowledges  that  the  agreements  contained  in this  Section  7.2(a)  are an
integral part of the  transactions  contemplated  by this  Agreement,  and that,
without  these  agreements,   Playboy  would  not  enter  into  this  Agreement;
accordingly,  if the Company  fails to promptly  pay the amount due  pursuant to
this Section 7.2(a),  and, in order to obtain such payment,  Playboy commences a
suit which  results in a judgment  against  the Company for the fee set forth in
this  Section  7.2(a),  the  Company  shall  also pay to  Playboy  its costs and
expenses (including reasonable attorneys' fees, disbursements and other charges)
in connection with such suit.

          (b)  Except  as  provided  in  Sections  7.2(a)  and 7.5,  in the  
event of  termination  of this  Agreement  pursuant  to Section  7.1,  this
Agreement,  except for the  provisions of Sections 7.2, 7.5 and Article 8, shall
forthwith  become void,  there shall be no liability under this Agreement on the
part of any of  Playboy,  any  Playboy  Subsidiary,  the  Company or any Company
Subsidiary,  and all rights and  obligations  of each party  hereto shall cease,
subject to the  remedies  of the  parties  set forth in Section  7.5;  provided,
however,  that nothing  herein shall  relieve any party from  liability  for the
wilful breach of any of its  representations and warranties or the breach of any
of its covenants or agreements set forth in this Agreement.

     SECTION 7.3 Procedure for Termination. The Company shall provide to Playboy
written notice prior to any  termination  of this Agreement  pursuant to Section
7.1(k) advising  Playboy (i) that the Company Board,  after receipt of advice of
outside legal counsel and a nationally  recognized  investment  banking firm, in
the  exercise  of its good  faith  judgment  as to its  fiduciary  duties to the
stockholders  of the Company under  applicable law, has determined (on the basis
of such Transaction Proposal and the terms of this Agreement, as then in effect)
that such termination is required in connection with a Transaction Proposal that
is more  favorable  to the  stockholders  of the Company  than the  transactions
contemplated  by  this  Agreement   (taking  into  account  all  terms  of  such
Transaction  Proposal and this Agreement,  including all conditions) and (ii) as
to the material terms of any such  Transaction  Proposal.  At any time after two
business days following  receipt of such notice,  the Company may terminate this
Agreement  as provided in Section  7.1(k) only if the Company  Board  determines
that such proposal is a Qualified  Transaction Proposal and is more favorable to
the  stockholders  of the Company  than the  transactions  contemplated  by this
Agreement  (taking into account all terms of such Transaction  Proposal and this
Agreement,  including all conditions,  and which  determination shall be made in
light of any revised  proposal made by Playboy  prior to the  expiration of such
two business  day period) and  concurrently  enters into a definitive  agreement
providing  for  the  implementation  of the  transactions  contemplated  by such
Transaction Proposal.

     SECTION 7.4 Amendment; Extension; Waiver. (a) This Agreement may be amended
by action  taken by the Company  and the Playboy  Entities at any time before or
after approval of the Mergers by the  stockholders of the Company but, after any
such  approval,  no amendment  shall be made which requires the approval of such
stockholders under applicable law without such approval.  This Agreement may not
be amended  except by an instrument  in writing  signed on behalf of the parties
hereto.

          (b) At any time  prior to the  Effective  Time of the  Mergers,  each 
party  hereto  may (i) extend  the time for the  performance  of any of the
obligations or other acts of the other party, (ii) waive any inaccuracies in the
representations  and  warranties of the other party  contained  herein or in any
document,  certificate  or  writing  delivered  pursuant  hereto or (iii)  waive
compliance by the other party with any of the agreements or conditions contained
herein.  Any agreement on the part of either party hereto to any such  extension
or waiver shall be valid only if set forth in an instrument in writing signed on
behalf of such party.  The failure of either  party  hereto to assert any of its
rights hereunder shall not constitute a waiver of such rights.

     SECTION 7.5 Fees and Expenses.  Except as specifically provided in Sections
7.2 and 7.5,  Playboy shall bear its own and, in an amount not in excess of $2.5
million,  the Company shall bear its own, the Company  Subsidiaries' and Subco's
expenses in connection  with this  Agreement and the  transactions  contemplated
hereby;  provided,  however,  that expenses incurred by the Company, the Company
Subsidiaries  and  Subco in  excess of $2.5  million  shall be (as  specifically
provided in the  Transfer and  Redemption  Agreement)  borne by Subco;  provided
further,  however,  that if this  Agreement  is  terminated  pursuant  to any of
Section  7.1(a) through  7.1(i),  each of Playboy and the Company shall bear its
own expenses in connection  with this  Agreement and the Related  Agreements and
the transactions contemplated hereby and thereby (including, without limitation,
the Related  Transactions).  Notwithstanding  anything to the contrary contained
herein,  (i) the cost of  printing  and filing  the S-4 and the Proxy  Statement
shall be borne equally by the Company and Playboy, and (ii) any expenses,  other
than legal fees, incurred by the Company in fulfilling its obligations under any
of the Newco Agreements shall be borne by Playboy.


                                    ARTICLE 8

                                  MISCELLANEOUS

     SECTION 8.1 Non-Survival of Representations, Warranties and Agreements. The
representations,  warranties  and  agreements  in  this  Agreement  and  in  any
certificate  delivered  pursuant hereto shall terminate at the Effective Time of
the Mergers or upon the  termination of this Agreement  pursuant to Section 7.1,
as the case may be, except that the  agreements  set forth in Article 1, Section
5.9 and Article 7 shall  survive the  Effective  Time of the Mergers,  those set
forth  in  Sections  5.10(d),  7.2 and  7.5 and  this  Article  8 shall  survive
termination of this Agreement and those set forth in Sections  5.10(a),  5.10(b)
and 5.10(c)  shall  survive for a period of one year after  termination  of this
Agreement. Each party agrees that, except for the representations and warranties
contained in this Agreement,  any Certificate  delivered pursuant hereto and the
respective  disclosure schedules of Playboy and the Company, no party hereto has
made any other  representations and warranties,  and each party hereby disclaims
any other representations and warranties, made by itself or any of its officers,
directors,   employees,   agents,   financial   and  legal   advisors  or  other
representatives  with respect to the execution and delivery of this Agreement or
the transactions contemplated hereby, notwithstanding the delivery of disclosure
to any other party or any party's  representatives of any documentation or other
information with respect to any one or more of the foregoing.

     SECTION 8.2 Entire  Agreement;  Assignment.  This Agreement (a) constitutes
the entire  agreement  between  the parties  hereto with  respect to the subject
matter  hereof and  supersedes  all other prior  agreements  and  understandings
(other than the Confidentiality  Agreement),  both written and oral, between the
parties with respect to the subject  matter hereof and (b) shall not be assigned
by operation of law or otherwise;  provided,  however, that the Playboy Entities
may assign any or all of their  respective  rights  and  obligations  under this
Agreement  to  any  wholly-owned  Playboy  Subsidiary;  provided  that  no  such
assignment  shall  relieve the  assigning  party of its  obligations  hereunder.
Playboy  guarantees  the  full and  punctual  performance  by each of the  other
Playboy Entities of all the obligations hereunder of the other Playboy Entities,
the S Surviving Corporation and any such assignees.

     SECTION  8.3  Validity.  If  any  provision  of  this  Agreement,   or  the
application  thereof  to  any  Person  or  circumstance,   is  held  invalid  or
unenforceable,  the remainder of this  Agreement,  and the  application  of such
provision to other Persons or circumstances, shall not be affected thereby, and,
to such end, the provisions of this Agreement are agreed to be severable.

     SECTION 8.4  Notices.  All  notices,  requests,  claims,  demands and other
communications  hereunder  shall be in writing  and shall be given (and shall be
deemed to have been duly given upon  receipt) by  delivery in Person,  by cable,
telegram,  facsimile  or telex,  or by  registered  or certified  mail  (postage
prepaid, return receipt requested), to the other party as follows:

          if to the Playboy Entities:       Playboy Enterprises, Inc.
                                            680 North Lake Shore Drive
                                            Chicago, Illinois  60611
                                            Attention:  Howard Shapiro, Esq.
                                                        General Counsel

                                            Facsimile:(312) 266-2042
          with a copy to:                   Paul, Weiss, Rifkind, Wharton 
                                            & Garrison
                                            1285 Avenue of the Americas
                                            New York, New York  10019-6064
                                            Attention:  James M. Dubin, Esq.
                                            Facsimile:  (212) 757-3990

          if to the Company to:             Spice Entertainment Companies, Inc.
                                            536 Broadway
                                            New York, New York  10012
                                            Attention:  Daniel Barsky, Esq.
                                                        General Counsel
                                            Facsimile:  (212) 226-6354

          with a copy to:                   Kramer, Levin, Naftalis & Frankel
                                            919 Third Avenue
                                            New York, New York  10022
                                            Attention:  Paul S. Pearlman, Esq.
                                            Facsimile:  (212) 715-8000

or to such other address as the Person to whom notice is given may have
previously furnished to the other in writing in the manner set forth
above.

     SECTION 8.5 Parties in Interest.  This Agreement  shall be binding upon and
inure  solely  to the  benefit  of each  party  hereto  and its  successors  and
permitted assigns,  and, except as provided in Sections 5.10 and 8.2, nothing in
this  Agreement,  express or implied,  is  intended to or shall  confer upon any
other Person any rights,  benefits or remedies of any nature whatsoever under or
by reason of this Agreement.

     SECTION 8.6 Severability.  If any term or other provision of this Agreement
is invalid,  illegal or  unenforceable,  all other  provisions of this Agreement
shall remain in full force and effect so long as the economic or legal substance
of the transactions contemplated hereby is not affected in any manner materially
adverse to any party.

     SECTION 8.7  Specific  Performance.  The parties  hereto  acknowledge  that
irreparable  damage  would  result  if  this  Agreement  were  not  specifically
enforced,  and they  therefore  consent that the rights and  obligations  of the
parties under this Agreement may be enforced by a decree of specific performance
issued by a court of competent jurisdiction.  Such remedy shall, however, not be
exclusive  and shall be in  addition to any other  remedies  which any party may
have under this Agreement or otherwise.

     SECTION 8.8  Brokers.  Except as  otherwise  provided in Section  7.5,  the
Company  agrees to indemnify  and hold  harmless  Playboy and Playboy  agrees to
indemnify and hold harmless the Company,  from and against any and all liability
to which  Playboy,  on the one hand, or the Company,  on the other hand,  may be
subjected  by reason of any brokers,  finders or similar  fees or expenses  with
respect  to the  transactions  contemplated  by this  Agreement  or any  Related
Agreement to the extent such similar fees and expenses are  attributable  to any
action undertaken by or on behalf of the Company or Playboy, as the case may be.

     SECTION 8.9  Counterparts.  This  Agreement  may be executed in one or more
counterparts,  each of which shall be deemed to be an original, but all of which
shall constitute one and the same agreement.

     SECTION 8.10 Interpretation.  The table of contents and headings herein are
for  convenience of reference only, do not constitute part of this Agreement and
shall not be deemed to limit or otherwise  affect any of the provisions  hereof.
Where a reference in this Agreement is made to a Section,  schedule,  exhibit or
annex, such reference shall be to a Section of or schedule,  exhibit or annex to
this  Agreement  unless  otherwise  indicated.  Where the reference  "hereby" or
"herein"  appears  in this  Agreement,  such  reference  shall be deemed to be a
reference  to this  Agreement.  Whenever  the  words  "include,"  "includes"  or
"including" are used in this  Agreement,  they shall be deemed to be followed by
the words "without limitation."

     SECTION 8.11 Certain Definitions. For purposes of this Agreement:

     An  "Affiliate"  of any  Person  means  another  Person  that  directly  or
indirectly,  through one or more intermediaries,  controls, is controlled by, or
is under common control with, such first Person.

     "Company  Stock Option Plans" means,  collectively,  the stock option plans
set forth on Schedule 3.11(a).

     "Control"  (including the terms  "controlled  by" and "under common control
with") means the  possession,  directly or indirectly or as trustee or executor,
of the power to direct or cause the direction of the management or policies of a
Person,  whether  through the  ownership of stock,  as trustee or  executor,  by
contract or credit arrangement or otherwise.

     "Library  Pictures"  means any and all audio,  visual  and/or  audio-visual
works of any kind or character,  including  without  limitation motion pictures,
television  programs,  series,  mini-series,   pilots,  specials,  video  games,
documentaries,  compilations,  promotional films,  trailers and shorts,  whether
animated, live action or both, whether produced for theatrical,  non-theatrical,
home video,  multi-media,  interactive,  computer,  videogame set, pay-per-view,
television,  pay or basic cable,  direct  broadcast  satellite,  internet or any
other  form of  exhibition  or  distribution  now  known or  hereafter  devised,
completed  as of the date  hereof in which  the  Company  or any of the  Company
Subsidiaries  owns,  is licensed or otherwise  possesses  any part or all of the
copyrights therein or otherwise has exploitative rights.

     "Mark" means a brand name, service mark, trademark, tradename, logo, design
or other  word or symbol  used to  identify  the  source  of goods or  services,
whether  registered or unregistered,  and all registrations and applications for
registration and renewals of any of the foregoing.

     "Newco" means Califa Entertainment Group, Inc., a California corporation.

     "Newco  Agreements" means the Asset Purchase  Agreement between the Company
and Newco dated the date  hereof,  and each of the Stock  Pledge  Agreement  and
Guarantee in favor of the Company,  the Security Agreement between Newco and the
Company, the Promissory Note made by Newco in favor of the Company, the Services
Agreement (and the Optional Services Agreement, if any) between Newco and Subco,
and the  Non-Competition  Agreement  between  Newco  and  Subco,  in  each  case
substantially  in the form of the  draft of such  document  dated  May 29,  1998
delivered  to the  Company  and  Playboy.  "Patent"  means a  patent  or  patent
application,  including  any  divisions,  continuations,  continuations-in-part,
substitutions  or  reissues  thereof,  whether or not patents are issued on such
applications  and whether or not such  applications  are modified,  withdrawn or
resubmitted.

     "Person" means an individual,  corporation,  partnership, limited liability
company,  limited  liability  partnership,  joint venture,  association,  trust,
unincorporated organization or other entity.

     "Playboy Stock Option Plans" means, collectively,  the Playboy Enterprises,
Inc. 1989 Stock Option Plan, the Playboy  Enterprises,  Inc. 1991  Non-Qualified
Stock Option Plan for Non-Employee Directors, the Playboy Enterprises, Inc. 1995
Stock  Incentive  Plan, and the 1997 Equity Plan for  Non-Employee  Directors of
Playboy Enterprises, Inc.

     "Redemption  Ratio" means such number as is  determined  by Subco to be the
number of shares of Subco  Common  Stock to be issued  for each share of Company
Common Stock as part of the Merger Consideration.

     SECTION 8.12 Governing Law and Venue.  THIS AGREEMENT SHALL BE DEEMED TO BE
MADE IN AND IN ALL RESPECTS SHALL BE INTERPRETED,  CONSTRUED AND GOVERNED BY AND
IN  ACCORDANCE  WITH  THE LAW OF THE  STATE OF NEW YORK  WITHOUT  REGARD  TO THE
CONFLICT OF LAW PRINCIPLES THEREOF,  EXCEPT THAT DELAWARE LAW SHALL APPLY TO THE
EXTENT REQUIRED IN CONNECTION WITH THE EFFECTUATION OF THE MERGERS.

     SECTION  8.13 Waiver of Jury Trial.  EACH OF THE PLAYBOY  ENTITIES  AND THE
COMPANY  IRREVOCABLY  WAIVES, TO THE FULLEST EXTENT PERMITTED BY LAW, ALL RIGHTS
TO TRIAL BY JURY IN ANY ACTION,  PROCEEDING OR COUNTERCLAIM  (WHETHER BASED UPON
CONTRACT, TORT OR OTHERWISE) ARISING OUT OF OR RELATING TO THIS AGREEMENT OR ANY
OF THE TRANSACTIONS CONTEMPLATED HEREBY.

<PAGE>


     IN WITNESS  WHEREOF,  each of the parties has caused this  Agreement  to be
duly executed on its behalf as of the day and year first above written.

                             PLAYBOY ENTERPRISES, INC.


                             By      /s/ Anthony J. Lynn
                                     ------------------------------------
                             Name:   Anthony J. Lynn
                             Title:  Executive Vice President


                             NEW PLAYBOY, INC.


                             By      /s/ Howard Shapiro
                                     ------------------------------------
                             Name:   Howard Shapiro
                             Title:  Secretary


                             PLAYBOY ACQUISITION CORP.


                             By      /s/ Howard Shapiro
                                     ------------------------------------
                             Name:   Howard Shapiro
                             Title:  Secretary


                             SPICE ACQUISITION CORP.


                             By      /s/ Howard Shapiro
                                     ------------------------------------
                             Name:   Howard Shapiro
                             Title:  Secretary


                             SPICE ENTERTAINMENT COMPANIES, INC.


                             By      /s/  J. Roger Faherty
                                     ------------------------------------
                             Name:   J. Roger Faherty
                             Title:   Chairman, Chief Executive Officer     
                                      and President




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