Branding Sex: Playboy, Hooters, Now Maxim

Brand-extension mania has seized Maxim, the men's magazine. Maxim already sells a line of bedding at Macy's stores, and Maxim Radio, the first around-the-clock radio station based on a magazine, started broadcasting in January on Sirius.

Now, in an attempt to imprint the Maxim name on the minds of party animals everywhere, the magazine is hooking up with Rande and Scott Gerber, they of hip club-and-bar fame, to develop Maxim-branded lounges in major cities across the country.

Link.