When Charlie Bucket scooped a golden ticket in Charlie And The Chocolate Factory, it famously opened up a world of fantastic treats.
The entertainment on offer to anyone who wins one of the golden tickets being offered by Playboy owner Hugh Hefner is likely to be rather more adult, however.
Perhaps like Willy Wonka sensing the end of an era, the old man in a silk dressing gown has borrowed an idea from Roald Dahl for his latest promotion.
Anyone finding one of the tickets in the new edition of his soft-porn magazine will be invited to the X-rated wonderland that is the Playboy mansion.
The ‘Playboy Golden Ticket’ offers winners entry to his Midsummer Night’s Dream party and promises ‘The Girls! The Mansion! The Night of Your Life!’
Lucky winners will also be allowed to bring a guest to the party and will be provided with transportation and a hotel for the once-in-a-lifetime event.