Hugh Hefner believes his Willy Wonka-style give-away of exclusive invitations to the Playboy mansion should have happened years ago.
The 84-year-old magazine publisher is giving away 10 golden tickets to visit his infamous Playboy-bunny filled party venue hidden in copies of the December issue of Playboy.
Hugh said: "It's surprising that it took so long to get around to doing it.
"[It was the idea of Playboy's editorial director] Jimmy Jelinek, although several other friends, editors and family, suggested it too. I think it's natural that a lot of people thought of it.
"In the December news stand issues there are 10 golden tickets that, if you find it in your issue, permit you to come to the Midsummer Nights Dream party next August with a guest.
"It's a golden dream come true."
Hugh attended Pen USA's 20th Annual Literary Awards at the Beverly Hills Hotel in Los Angeles with his sons David and Cooper and 23-year-old girlfriend Crystal Harris to collect a special honour for Playboy magazine.
He said: "[It's a] very big night, very special, I'm sharing it with my family.
"As I understand it I'm actually getting two awards; one award of honour for the quality of the magazine and my work as an editor, and the other the First Amendment Award for my fight against censorship.
"I am very, very proud. We've survived, never played on a level field, and managed to prevail and change the world in what I think is a positive way, so it's a very special night for me."