Keith Hefner - the brother of Playboy founder Hugh Hefner and frequent co-star on the reality series The Girls Next Door - has passed away at the age of 87.
In a statement issued this morning, his family revealed that Hefner passed away this morning at his home in Beverly Hills.
Though no cause of death was given, Hefner had been battling cancer for several months.
In addition to his role on the popular E! series that ran from 2005-2010, Hefner assisted his brother with the business side of the Playboy empire and experienced some success as an actor.
Hefner appeared in several films and had a recurring role as an enemy spy on the popular '60s sitcom Get Smart.
Keith continued to work as an executive at Playboy - where he functioned as head of Bunny training and recruitment - until he became ill last year.
Hefner is credited with inventing the "Bunny Dip" - the signature move used to serve drinks by waitresses at the Playboy Club.
Keith assumed an executive position at Playboy shortly after his younger brother started the magazine with a $1,000 loan from their mother in 1953.
Since then, it's become one of the world's most recognized brands, and Keith was one of its most beloved ambassadors.