Hugh Hefner thinks women are "sex objects".

The 84-year-old Playboy founder - who is dating 24-year-old Crystal Harris - insists the label isn't as negative as it may sound and can't understand why people criticise his publication's famous bunny girls.

He told Australia's Herald Sun newspaper: "I still think, incidentally, that women are sex objects. It's not all they are, but if they weren't sex objects, if there weren't genders attracted to each other, there wouldn't be another generation. As for the bunny girls, the bunny girls are iconic now and we just celebrated in 50 cities around the world, including, I believe, in Melbourne, or at least down in Australia, the 50th anniversary of the Playboy club."

Despite his advancing years, the media mogul has no plans to retire as he believes his work keeps him young.

He explained: "My work is like my play - the line between the two is kind of hard to discern - and if you remain active and do what you enjoy, you can stay young."

Hugh also admitted he doesn't enjoy spending time alone, preferring to be with Crystal when he wants to relax.

He added: "I don't feel very much like being completely alone, but I like having quiet time with my girlfriend."