Adult media company Playboy Enterprises, which licenses its brand for apparel products, has made no comment on media reports it will be sold to Iconix Brand Group.

It follows a report by Bloomberg that Playboy was in talks to sell itself to Iconix, sending its shares soaring.

A statement by the company said: "Playboy Enterprises, today said that, in response to inquiries related to a potential sale of the company, in keeping with its policy, PEI does not comment on matters of this type."

Iconix, which earlier in the month acquired a 51% stake in Ecko Brands, was unavailable to comment on the report.