Škoda and Hasbro Combine Design and Creativity in Year-Long Campaign Spanning Global Events

Škoda and Hasbro Combine Design and Creativity in Year-Long Campaign Spanning Global Events

(IN BRIEF) Škoda Auto and Hasbro have launched a one-year collaboration centered around the PLAY-DOH brand to support the global introduction of the all-electric Škoda Epiq. The partnership blends automotive design with creative expression, using modelling compound as a key visual and storytelling element. The campaign debuted at Milan Design Week and will expand internationally through a mix of cultural and sporting activations, including the IIHF World Championship. Through co-branded content and experiential marketing, the collaboration aims to engage audiences in a more playful and interactive way while reinforcing the innovative positioning of Škoda’s latest electric vehicle.

(PRESS RELEASE) MLADÁ BOLESLAV, 24-Apr-2026 — /EuropaWire/ — Škoda Auto has entered into a one-year strategic collaboration with Hasbro, bringing together automotive innovation and creative play through Hasbro’s iconic PLAY-DOH brand. The partnership is designed to support the global launch campaign of the new all-electric Škoda Epiq, combining design-led storytelling with interactive brand experiences.

The collaboration officially began during Milan Design Week, where the campaign’s central concept—modelling compound as a creative medium—was introduced. This approach highlights imagination, experimentation, and design thinking, aligning closely with the broader themes of creativity that define the event.

At the core of the campaign is the use of PLAY-DOH-inspired visuals and materials, which bring a playful and distinctive dimension to the promotion of the Škoda Epiq. The integration of this creative element extends beyond traditional advertising into co-branded content and experiential formats, designed to engage audiences across multiple touchpoints.

The partnership will be rolled out globally through a combination of centrally coordinated initiatives and localized activations across Škoda’s key markets. These activities are expected to span cultural and sporting platforms, enhancing visibility and engagement with diverse audiences.

Following the initial activation at Milan Design Week, the collaboration will continue with a series of events, including activations linked to the IIHF World Championship, as well as additional initiatives planned throughout the year. These efforts aim to sustain momentum around the Škoda Epiq launch while reinforcing the campaign’s creative narrative.

By combining automotive design with elements of play and artistic expression, Škoda Auto and Hasbro are introducing a fresh approach to brand storytelling that emphasizes innovation, creativity, and emotional connection with consumers.

Škoda exhibition in the spirit of ‘Ooooh, that’s EpiQ!’
Set directly in the courtyard of the Baroque Palazzo del Senato, Škoda’s display, featuring the camouflaged Epiq and its playful counterpart, the Epiq Sculpt, as the centrepieces, creates a striking contrast with the historic surroundings – and vibrantly underlines its main slogan:
“Ooooh, that’s EpiQ!”

The open atrium will feature several relaxation zones and visitor attractions, the main one being a digital corner where visitors can explore the theme of the exhibition, the Epiq and the Škoda brand through an LED screen projection. The installation space will also include an open auditorium, a dedicated area for children and a freely accessible area with a varied programme, including sessions focused on healthy living and group exercise. In addition, a Škoda Elroq will serve as a mobile café. Whether stopping by briefly for a Curiosity Fuel
Coffee or spending an entire day enjoying the programme, there will be something for everyone. As part of the programme, Epiq Talks will feature a discussion between Chan Park, Head of Škoda Auto Interior Design, and Ricardo Orts, offering additional insight into the creative vision behind the project. Further information and registration for individual activities can be found at epiqdesignweek.com.

With its presence at Milan Design Week, Škoda Auto celebrates curiosity, playfulness and transformation, inviting people to connect with their sense of wonder and rediscover the pleasure of interacting with space.

Media Contacts:

Jozef Baláž
Head of Corporate
Communications
jozef.balaz@skoda-auto.cz

Ivana Povolná
Spokesperson for Sales, Finance and
International Markets
+420 730 863 027
ivana.povolna@skoda-auto.cz

SOURCE: Skoda