Just hours after his passing, some fans were leaving flowers for the man they saw as an American icon. Outside the front gate of the legendary mansion, his death was displayed as front-page news in the morning paper.
Overnight, Hefner's daughter, Christie, was seen leaving the mansion followed by other family members. Then, Hefner's body was removed from the estate.
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It's reported he will be buried next to Marilyn Monroe, who appeared on the very first cover of Playboy magazine.
In the 50s, Hefner was the host of the television show "Playboy after Dark," as he built a sexual revolution.
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By the 1970s, his magazines had more than 7 million readers, while feminists attacked the real-life playboy for exploiting women.
Wednesday night, as Hollywood tour buses passed the estate, fans painted a much different picture of the man who built a multimedia empire.
"He was just not only a humanitarian, but he was really forth-front with women's rights -- a lot of people see the opposite, but with women's rights, gay rights, race rights, so he was really a legend and a hero," said fan Richard Gitterman.
Fans also gathered at Hefner's star on the Hollywood Walk of Fame, where bouquets and flower displays were placed by those mourning his loss.
Hefner leaves behind his third wife he married in 2012 -- and four children from his previous marriages.
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The Associated Press contributed to this report.