24. 4. 2026

Škoda Auto teams up with Hasbro’s PLAY-DOH brand

› Czech car manufacturer and toy producer agree one-year cooperation
› The collaboration supports the launch campaign of the all new electric Škoda Epiq and includes further international activations
› Joint activities are currently taking place during Milan Design Week (21–26 April) and will be followed by activations around the IIHF World Championship and additional events throughout the year

Mladá Boleslav, 24. April 2026 – Škoda Auto and Hasbro, a leading games, IP and toy company, have announced a one-year collaboration featuring Hasbro’s iconic PLAY-DOH brand. The cooperation accompanies the launch campaign of the all new electric Škoda Epiq and is built around the use of modelling compound as a central design element. The approach reflects the campaign’s focus on creativity and playful visual storytelling and is extended beyond campaign assets through co-branded materials. First joint activities are currently under way during Milan Design Week.

The one‑year collaboration has started during the ongoing Milan Design Week. The modelling‑compound theme underlines the playful, fun character of the campaign and connects it with the wider context of design, creativity and experimentation. It therefore perfectly aligns with the creative approach and the guiding principles of the Milan Design Week.

The cooperation will be implemented internationally through centrally coordinated activities and locally driven Škoda market activations across cultural and sporting platforms. It includes campaign content and selected experiential formats.

Following Milan Design Week, further activations are planned around the IIHF World Championship, with additional measures to follow over the course of the cooperation.