In the early days of Playboy, there were no international playmates. However, as the magazine grew in popularity around the world, they realized that featuring models who looked like their readers would be more appealing than those who did not. In 1962, Playboy began holding its first international playmate contest in Switzerland. This was followed by similar contests in Japan, France, Germany, Italy, Mexico, Australia, England, Canada, and Sweden. These competitions offered aspiring models an opportunity to showcase their talents and beauty to a wider audience while also giving them a chance to win prizes such as trips abroad, money, and modeling contracts. The winners were featured in the pages of Playboy Magazine and gained instant recognition.
The concept of international playmate contests proved to be successful for Playboy because it allowed them to reach out to new markets around the globe while still maintaining their core identity as a men's entertainment brand. By showcasing women from different backgrounds, cultures, and countries, they were able to create a diverse pool of candidates who could appeal to a broader range of male interests. It also helped increase sales outside of North America, where traditional advertising may have been less effective. Additionally, these contests gave Playboy access to new talent pools which could then be used in other projects such as product endorsements or film roles.
However, some critics argue that international playmate contests objectify women and promote unhealthy body image standards. They point out that many of the models chosen are impossibly thin or have features that are far from representative of the average woman. Furthermore, there is no guarantee that these contests lead to long-term success in modeling or acting careers beyond a brief appearance in Playboy Magazine. Some contestants even claim that they felt pressured into posing nude or engaging in sexualized behavior during photo shoots. Overall, despite its benefits, international playmate contests remain controversial due to concerns about exploitation and representation within the media industry.