Who is he and why is he famous?
Bingo was born in 1975 and is Sweden's self-styled answer to Hugh Hefner. He was once Playboy's Swedish agent. Over the last few years he has photographed models for several gentlemen's magazines and edited one of them, Moore Magazine.
Sounds like a busy young man. Why is he in the news?
For one thing he recently gave up his job as managing editor of Moore.
Oh yeah? What's he going to do instead?
He's in the process of setting up a new business, Sexy.se. The aim is to sell sexy underwear, hence the name.
Interesting. How will he get the word about?
Well, he has been given his own TV programme for one thing. It's called 'Being Bingo'.
What does Mrs Bingo think of all this? Can't be very nice for her, slaving over a hot stove baking cinnamon buns and pickling herring while Bingo's being Bingo.
She can't complain. Mrs Bingo is former Big Brother superstar and glamour model Angelica Rimér, who has recently completed a nationwide tour of her show 'Extreme Bikini'. Bingo launched her modelling career.
Is there any other world-famous celebrity whose career Bingo launched? Say, a daughter of a former Swedish minister married to a top golfer?
Now you mention it, Bingo also took the pics that constituted the modelling career of Elin Woods, now wife of Tiger.
Good for him. What's it like being Bingo then?
Judging from his permanent satisfied smile, not half bad.