Škoda has announced a strategic collaboration with Hasbro that incorporates the iconic Play-Doh brand in the launch of its new electric model, the Škoda Epiq. The alliance, with an expected duration of one year, is articulated through a campaign that places creativity as the central axis and uses moldable paste as a visual and conceptual resource to build the vehicle’s story.
The proposal, beyond advertising communication, seeks to extend to different cultural and experiential territories. The collaboration started during Milan Design Week, held between April 21 and 26, where the brand has integrated the Play-Doh universe in a context associated with design, experimentation and innovation. Thus, Škoda’s presence at this meeting has been articulated around the installation “Ooooh that’s EpiQ”, located in the courtyard of the historic Palazzo del Senato. The project, designed by Ricardo Orts, contrasts baroque architecture with inflatable volumes and shapes inspired by plasticine, transferring the creative language of the new electric model to a physical environment.
The activation was completed with live choreography and participatory proposals in which attendees could model figures that were digitally transformed, reinforcing the link between creativity and technology. The space has also functioned as a content generation point, projecting a more accessible and playful brand image within an international design context.
The agreement between the car brand and Hasbro also contemplates an international deployment that will combine centralized activations with local executions in the different markets in which Škoda operates. After passing through Milan, the collaboration will continue in highly visible events such as the IIHF Ice Hockey World Championship, one of the main sporting milestones on the international calendar, where the brand plans to reinforce both the presence of the new model and the scope of the association.
Throughout the year, the strategy will include campaign content, co-branded materials and experiential formats that seek to transfer the creative concept to different touch points. The objective is to maintain a coherent narrative that connects the product with values such as experimentation, versatility and accessibility, at a time when the electrification of the automobile also requires new forms of communication.
The choice of Play-Doh responds to Škoda’s objective of introducing a closer and more recognizable language, capable of simplifying the proposal without losing identity. The moldable paste thus functions as a metaphor for construction, adaptation and possibility, aligning with the positioning of the new electric model.
With this collaboration, the brand explores new ways of narrating the product, integrating creativity and culture with an approach that reflects how the automotive industry, in full transformation, is also reviewing its communication codes to connect with broader audiences.
