Maxim has taken Playboy to court, accusing the iconic rival of building a glossy new modeling competition by borrowing more than inspiration.
In a filing in New York, the publisher behind Maxim alleges that Playboy’s “Great Playmate Search” was assembled using confidential tools, systems, and creative elements taken from Maxim’s long-running “Cover Girl” contest. According to the complaint, what looks like a fresh digital showcase for aspiring models is, in reality, a near mirror of Maxim’s own platform.
Maxim says it has operated the Cover Girl competition since 2018, positioning it as both a talent gateway and a revenue engine. The suit claims that years later, Playboy quietly studied that formula up close. Employees are alleged to have registered as participants in Maxim’s contest, allowing them to examine how the site functioned — from its layout to the mechanics that drive voting and progression.
Those insights, Maxim argues, were then used to construct Playboy’s rival competition. The result, according to the lawsuit, was a fast-tracked launch that leaned heavily on Maxim’s proprietary design and technology rather than starting from scratch.
Playboy rolled out the Great Playmate Search last year and is expected to continue running it. The competition has been publicly described by company leadership as a potentially lucrative business, with paid voting projected to generate significant annual revenue.
Maxim is asking the court to step in, halt any further use of what it says are its protected systems, and award damages. Playboy has not publicly responded to the allegations.
The dispute sets up a high-stakes clash between two legacy brands, with control over a modern, digital revenue stream — and the methods behind it — at the center of the fight.
