Twitter reacts the to the passing of Playboy founder, Hugh Hefner

The founder of Playboy magazine, Hugh Hefner, has died.

The 91-year-old, who began his publishing career in 1953, is understood to have passed away peacefully from natural causes.

Twitter has reacted to the news with tributes to the businessman and reality TV star in the wake of his sudden passing this week.

From Larry King to Kim Kardashian, Twitter is awash with messages remembering the man affectionately known as Hef.

Hugh is survived by his wife Crystal, four grown children, Christie, who served as CEO of Playboy Enterprise for more than 20 years, David, Marston and Cooper, who currently serves as Chief Creative Officer at the company.

Speaking of his father's impact on media, 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."

"He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognizable and enduring in history."

Hugh Hefner died at the Playboy Mansion surrounded by his loved ones.

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