'What the hell is the company doing?' Hugh Hefner's son, 24, says Playboy is going down the toilet and shouldn't have gone nude free

Hugh Hefner's son Cooper believes it was a huge mistake for Playboy to stop publishing naked photos.

The 24-year-old, who is one of the 89-year-old's four children, also slammed the recent decision to put the mansion on the market for $200million in a bid to raise extra cash.

The former college student, whose mother is 1989 Playmate Of The Year Kimberley Conrad, has been a brand ambassador for his father's company and has been seen partying with the likes of Kate Moss at the Playboy club in London.

The iconic publication, that had its first issue on the shelves in December 1953, did not include a single fully nude picture in their March edition for the first time - a decision Cooper has slammed. 

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Hugh Hefner's son Cooper (right) believes it was a huge mistake for Playboy to stop publishing naked photos

Cooper, who is one of the 89-year-old's four children, also slammed the recent decision to put the mansion on the market for $200million (he is pictured left outside the house with 2013 Playmate Of The Year Raquel Pomplum and right with Kate Moss at the Playboy Club in London in 2013)

In a candid interview with Business Insider, he said: 'When you have a company and the founder is responsible for kick-starting the sexual revolution and then you pluck out that aspect of the company's DNA by removing the nudity, it makes a lot of people including me sit and say: 'What the hell is the company doing?'' 

He was once an integral part of his father's empire and would regularly attend board meetings.

But he told Business Insider he has basically been shunned because he doesn't see eye-to-eye with CEO Scott Flanders.

He said: 'I was essentially asked to no longer participate in the board meetings because I didn't agree with his vision for the company.'

The decision to put the house on the market was controversial. It made the property the most expensive listed in the United States.

A deal would have meant Hugh Hefner and his bunnies would have been able to carry on living there. 

Despite the need for extensive renovations, Cooper said it is one of 'the most famous residences in the world'.

'It really represents the brand, and to take that asset away from the company is really devastating.' 

Cooper is chief creative officer of Hop, a content-focused media brand geared toward millennials.

He wrote an editorial for the company, which acted as a follow-up for his piece in Business Insider.

Cooper wrote: 'Yesterday, I did an interview with Business Insider. The piece was titled, “Hugh Hefner’s son speaks out against Playboy’s decision to go non-nude and sell the Mansion.”

'I spoke more openly about the company than I ever have in the past. I made a point to comment on the current state of affairs and the incredibly damaging decisions corporate leadership has made over the last year and a half.

'My unwillingness to get on board with decisions like taking the company non-nude, selling the Mansion, and a laundry list of other brand initiatives, has rendered my relationship with Playboy’s current CEO non-existent.

'Although there is nothing that I would want more than to work with a talented team and re-introduce the brand to my generation, I’ve made a commitment to myself to not work with leadership that puts their self-interest over the best interest of the brand. 

'If I had the ability to prevent what current management is doing, I would have done so, but sleepless nights and a lot of thinking has brought me to the conclusion that the best option is to step back for the time being and allow things to unfold.

'I continue to have confidence that one day, as Disney and Apple did, Playboy will have its moment to appropriately reinvent itself. And when that comes, and current leadership has been moved out, I will happily walk back in to our offices and execute these blueprints for a better brand future.'

In August he got engaged to his Harry Potter actress girlfriend Scarlett Byrne. The British star played Pansy Parkinson in the movies.

While he has been getting involved in the business, his brother Marston has been in the headlines for all the wrong reasons. 

In 2012 he was arrested and slapped with a restraining order after he allegedly kicked and punched former Playmate Of The Year Claire Sinclair. 

Hugh also has two older children Christine, 63, and David, 60, with his first wife Mildred Williams.

In 2009, Christine Hefner stepped down as chairwoman and CEO of Playboy Enterprises, which initially left the door open for Cooper.

But since then he has been gradually phased out.  

His mother Kimberly Conrad (right) and father got married in 1989 after she was named Playmate Of The Year. She was his second wife and the mother to two of his children - Cooper (right) and Marston (left). After nine years they separated although remained nominally married, and she lived next door to the mansion

In August he got engaged to Harry Potter actress Scarlett Byrne. The pair are pictured together at the annual Midsummer Night's Dream Party earlier this year 

In 2012 he completed a degree in Film Production and History at university - but revealed his plans to get to know the business side of his father's company.

His mother Kimberly Conrad and father got married in 1989 after she was named Playmate Of The Year.

Social media personality Sarah McDaniel appeared on the front cover of the March edition - the first not to include a full-frontal nude picture 

She was his second wife and is the mother to two of his children - Cooper and Marston. 

After nine years of marriage, they separated although remained nominally married. 

Hugh Hefner has been quoted as saying: 'I would've been happy to divorce her when we separated, but she wanted to remain married for our boys.

She then moved into a house next door to the Playboy Mansion. After an 11-year separation, Hefner filed for divorce stating irreconcilable differences in September 2009 after his youngest child turned 18.

Their divorce was finalized in March 2010.

The great-granddaughter of novelist Ernest Hemingway stripped off for a revamped issue of the magazine for the March edition.

It abandoned full frontal nudity for flirty, more natural shots of women with some, or no, clothes on.

Actress and fashion model Dree Hemingway, 28, was the March Playmate for the first so-called 'non nude' edition which hits U.S. newsstands on February 12.

Social media personality Sarah McDaniel appeared on the front cover in an edition that Playboy described as showcasing 'beautiful women with a very real, relaxed vibe.'

In the new-look magazine, Hemingway and McDaniel pose both scantily clad and naked, while partly covering themselves strategically with their hands, bed sheets or rugs.

Playboy announced in October that it would stop publishing nude photos of women, saying they had become outdated due to the plethora of free pornography on the Internet. 

Playboy's circulation has dropped from about 5.6 million in 1975 to around 800,000 in recent years.

Former 'Baywatch' star Pamela Anderson was the last person to bare it all for Playboy for the January/February 2016 edition. 

In January it was reported that Hefner's arch-rival Larry Flynt,the publisher of Hustler, wanted to but the Playboy Mansion.  

While he has been getting involved in the business, his brother Marston (left) has been in the headlines for all the wrong reasons. In 2012 he was arrested and slapped with a restraining order after he allegedly kicked and punched former Playmate Of The Year Claire Sinclair (right)