The multi millionaire, Hugh Hefner died earlier this morning, aged 91. He survived of his wife and four children from his two previous marriages. Hefner gracefully passed on owing to natural causes while being surrounded by loved ones at the Playboy mansion. He died leaving a brand, worth millions of dollar and a fortune that accumulated and dissipated over decades.

The late Hugh Hefner was the founder of Playboy magazine, which he launched in 1953. His first magazine issue featuring Marilyn Monroe, was a smash hit selling over 50,000 copies. The magazine, which was famous for it's iconic covers went from strength to strength, skyrocketing Hefner to fame and of course, fortune! By his account, Hefner had sex with more than a thousand women, including many of those pictured in his magazine(mostly blondes) after the collapse of his marriage. But he wasn't exactly the party animal today's media branded him as. The man behind the sensual girly magazine was in fact a shy, geeky intellectual who was actually a virgin until the age of 22 when he married his university sweetheart.

Paying tribute to the late star, the firm behind the glossy magazine described Hefner as "the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognizable American global brands in history."

His son, Cooper said "my father lived an exceptional and impactful life as a media and cultural pioneer, and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom"

Paris Hilton and Kim Kardashian were also among those to pay tribute to the godfather of sexual revolution.

Hefner's net worth was estimated to be around £40million. His fortune is believed to have totalled about £160million in years gone by, but practically hit rock bottom when Playboy's stock lost 80 percent of it's value.

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