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FIRST AMENDED AND RESTATED PLAYBOY ENTERPRISES, INC. 1991 NON-QUALIFIED STOCK OPTION PLAN FOR NON-EMPLOYEE DIRECTORS

Option Agreement

FIRST AMENDED AND RESTATED
                            PLAYBOY ENTERPRISES, INC.
                         1991 NON-QUALIFIED STOCK OPTION
                         PLAN FOR NON-EMPLOYEE DIRECTORS | Document Parties: PLAYBOY ENTERPRISES INC You are currently viewing:
This Option Agreement involves

PLAYBOY ENTERPRISES INC

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Title: FIRST AMENDED AND RESTATED PLAYBOY ENTERPRISES, INC. 1991 NON-QUALIFIED STOCK OPTION PLAN FOR NON-EMPLOYEE DIRECTORS
Governing Law: Delaware     Date: 11/7/2008
Industry: Printing and Publishing     Sector: Services

FIRST AMENDED AND RESTATED
                            PLAYBOY ENTERPRISES, INC.
                         1991 NON-QUALIFIED STOCK OPTION
                         PLAN FOR NON-EMPLOYEE DIRECTORS, Parties: playboy enterprises inc
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                                                                    Exhibit 10.3

                           FIRST AMENDED AND RESTATED
                            PLAYBOY ENTERPRISES, INC.
                         1991 NON-QUALIFIED STOCK OPTION
                          PLAN FOR NON-EMPLOYEE DIRECTORS

                       Effective as of September 17, 2008

      Playboy Enterprises,   Inc., a corporation   organized under the laws of the
State of Delaware (the "Company"), hereby adopts this First Amended and Restated
Playboy Enterprises,   Inc. 1991 Non-Qualified Stock Option Plan for Non-Employee
Directors   (the   "Plan").   The   purpose of this Plan is to assist the Company in
attracting    and   retaining    dedicated   and   qualified    persons   to   serve   as
Non-Employee Directors of the Company.

                                    ARTICLE I
                                   DEFINITIONS

      Whenever the   following   terms are used in this Plan,   they shall have the
meaning specified below.

      Section 1.1 - "Board" shall mean the Board of Directors of the Company.

      Section   1.2 - "Class B Stock"   shall   mean the   Company's   Class B Common
Stock, par value $.01 per share.

      Section   1.3 - "Code"   shall   mean the   Internal   Revenue   Code of 1986 as
amended.

      Section 1.4 - "Committee" shall mean a committee comprised of such members
of the Board who are Non-employee Directors.

      Section 1.5 - "Company" shall mean Playboy Enterprises, Inc.

      Section 1.6 - "Directors" shall mean a member of the Board.

      Section 1.7 -   "Non-Employee   Director" shall mean a Director of the Board
who is not an employee of the Company within the meaning of Rule 16b-3 which has
been adopted by the   Securities   and Exchange   Commission   under the   Securities
Exchange   Act of 1934,   as amended,   as such rule or its   equivalent   is then in
effect ("Rule 16b-3").

      Section   1.8 -   "Non-Qualified   Option"   shall   mean an   option   which   is
designated as a Non-Qualified Option.

      Section 1.9 - "Option"   shall mean an option to purchase   Class B Stock of
the Company granted under the Plan.

      Section 1.10 - "Optionee"   shall mean a   Non-Employee   Director to whom an
Option is granted under the Plan.

      Section 1.11 - "Plan" shall mean this First   Amended and Restated   Playboy
Enterprises,    Inc.   1991   Non-Qualified   Stock   Option   Plan   for   Non-Employee
Directors.

<PAGE>

      Section 1.12 - "Secretary" shall mean the Secretary of the Company.

      Section 1.13 - "Securities   Act" shall mean the Securities Act of 1933, as
amended.

      Section 1.14 -   "Termination   of Service" shall mean the time at which the
Optionee   ceases to serve as a Director for any reason,   with or without   cause,
which includes termination by resignation, death or retirement.

                                   ARTICLE II
                         SHARES SUBJECT TO PLAN SECTION

      Section 2.1 - Shares Subject to Plan

      The shares of stock   subject to Options   shall be shares of the   Company's
Class B Stock.   The   aggregate   number of such shares,   which may be issued upon
exercise of Options, shall not exceed 80,000 shares of Class B Stock.

      Section 2.2 - Unexercised Options

      If any Option expires or is cancelled   without having been fully exercised
the number of shares   subject to such Option but as to which such Option was not
exercised   prior   to its   expiration   or   cancellation   may   again   be   optioned
hereunder, subject to the limitations of Section 2.1.

      Section 2.3 - Changes in Company's Shares

      In the event that the   outstanding   shares of Class B Stock of the Company
are hereafter changed into or exchanged for a different number or kind of shares
or other   securities   of the Company,   or of another   corporation,   by reason of
reorganization, merger, consolidation, recapitalization, reclassification, stock
split, stock dividend or combination of shares, appropriate adjustments shall be
made by the Committee in the number and kind of shares for the purchase of which
Options may be granted,   including adjustments of the limitations in Section 2.1
on the   maximum   number and kind of shares   which may be issued on   exercise   of
Options;   provided,   however,   that,   pursuant   to Treasury   Regulation   Section
1.409A-1(b)(5)(v)(D),   no such   adjustment   shall cause an existing Option to be
treated as a new Option.

                                   ARTICLE III
                               GRANTING OF OPTIONS

      Section   3.1 - There is hereby   granted   with   respect to each   person who
first becomes a Non-Employee Director of the Company after the effective date of
this Plan,   an Option to purchase   10,000 shares of Class B Stock as of the date
such person first becomes a Non-Employee Director.

                                    ARTICLE IV
                                TERMS OF OPTIONS

      Section 4.1 - Option Agreement

      Each Option shall be evidenced by a written stock option   agreement in any
form acceptable to the Committee, which shall be executed by the Optionee and an
authorized officer of the Company.

                                        2

<PAGE>

      Section 4.2 - Option Price

      a.     The   price of the shares subject to each Option shall be 100% of the
Fair Market Value (as defined in paragraph   (b) below) of such shares at the end
of the business day of the day such Option is granted.

      b.     For   purposes of the Plan, the "Fair Market Value" of a share of the
Company's Class B Stock as of a given date shall be:

            (i) the closing   price of a share of Class B Stock on the   principal
      exchange on which shares of Class B Stock are then trading, if any, on the
      date as of which   such   value is being   determined,   or,   if there   are no
      reported   transactions for such date, on the next preceding date for which
      transactions   were   reported,   as published in the Midwest   Edition of The
      Wall Street Journal; or

            (ii) if such   Class B Stock   is not   traded   on an   exchange   but is
      quoted on NASDAQ or a successor quotation system:

                  (A) the last   sale   price   (if the   stock is then   listed as a
            National Market Issue under the NASD National Market System) or

                  (B) the mean between the closing   representative bid and asked
            prices   (in all   other   cases)   for   such   Class B Stock on the next
            preceding   date for which   transactions   were   reported by NASDAQ or
            such successor quotation system; or

            (iii) if there is no   reporting   of   transaction   on any exchange or
      quotation   system,   the fair   market   value of a share of Class B Stock as
      determined by the Board from time to time acting in good faith and, in all
      instances,    established    pursuant    to    Treasury    Regulation    Section
      1.409A-1(b)(5)(iv)(B).

      Section 4.3 - Commencement of Exercisability

            a.     Subject to the provisions of Section 4.3(b) below and 7.3,
      Options shall become exercisable at such times and in such installments as
      provided in the terms of the stock option   agreement   which is provided by
      the Committee;   provided,   however, that, to the extent necessary for this
      Plan to meet the   requirements of Rule 16b-3, no Option granted   hereunder
      shall be exercisable   for at least six (6) months (or such other period as
      may be specified in said Rule) after such Option is granted.

            b.     No portion of an Option which is unexercisable at such time as
      an Optionee ceases to be a Director of the Company shall thereafter become
      exercisable.

      Section 4.4 - Expiration of Options

      Each   Option may be   exercised   any time until the first of the   following
events, after which such Option will become unexercisable:

                  (i)    Ten (10) years   from the date the Option was   granted if
            the Optionee is still a Director of the Company.

                                        3

<PAGE>

                  (ii)   Three (3) months   after the   Optionee's   Termination   of
            Service if such Termination of Service results from Optionee's:   (A)
            retirement or (B) removal from the Board other than for cause.

                  (iii) The effective   date of: (i) removal of the Optionee from
            the Board for cause, (ii) the Optionee's resignation from the Board,
            or (iii) a "Change of Control"   described in clauses (iv) and (v) of
            the definition of such term in Section 4.7.

                  (iv)   One (1) year after the date on which the Optionee ceases
            to be a Director of the Company by reason of having become   disabled
            (within   the   meaning of Section   22(e)(3)   of the Code);   provided,
            however,   that this   subsection (iv) shall not apply if the Optionee
            dies within said one (1) year period.

                  (v)    One (1) year from the date of the Optionee's death.

      Section 4.5 - No Additional Rights

      Nothing   in this Plan or in any stock   option   agreement   hereunder   shall
confer   upon any   Optionee   any right to   continue to serve as a Director of the
Company or shall interfere with or restrict in any way the right, which right is
hereby   expressly   reserved,   to remove any Optionee as a Director in accordance
with the By-laws and Certificate of   Incorporation of the Company and applicable
law.

      Section 4.6 - Adjustments in Outstanding Options

      In the event that the   outstanding   shares of the Class B Stock subject to
Options are changed into or exchanged   for a different   number or kind of shares
of the   Company   or   other   securities   of the   Company   by   reason   of   merger,
consolidation,   recapitalization,   reclassification, stock split, stock dividend
or combination of shares,   the Committee shall make an appropriate and equitable
adjustment in the number and kind of shares as to which all outstanding Options,
or   portions   thereof   then   unexercised,   shall   be   exercisable,   so that   the
Optionee's   proportionate   interest shall be maintained.   Such adjustment in the
Option   shall be made   without   change   in the   total   price   applicable   to the
unexercised   portion of the Option (except for any change in the aggregate price
resulting   from   rounding-off   of   share   quantities   or   prices)   and   with any
necessary   corresponding   adjustment   in the Option   price per   share.   Any such
adjustment   made by the Committee shall be final and binding upon all Optionees,
the Company, their representatives and all other interested persons.

      Section 4.7 - Change of Control

      Additio  


 
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