DIS
PHG
Scans, but make it Disney
Philips and Disney are trying a very 2026 idea: make the MRI room feel less like a sci-fi torture chamber and more like a kid-friendly movie set. The companies said they’re folding Disney characters and stories into Philips Ambient Experience for MRI at medical facilities across 87 countries.
For children, that’s the difference between staring down a giant metal tube and getting a small emotional assist from Mickey, Elsa, or whoever the current cartoon monarch is.
Why investors should care
This isn’t just cute branding. It’s a little reminder that in med-tech, the sale doesn’t always hinge on the machine alone — sometimes it’s the whole experience around it. If Philips can make its MRI ecosystem more comforting for patients, especially kids, that can help hospitals justify upgrades and make the company’s offering feel more differentiated.
Disney, meanwhile, keeps squeezing its characters into places you wouldn’t expect — from streaming to theme parks to, apparently, diagnostic imaging. That’s classic Disney: monetize the IP everywhere, even in the waiting room.
Big picture
Partnerships like this won’t move the stock on their own, but they do matter because they can make Philips’ hospital tech feel stickier and more premium. In a world where healthcare buyers love efficiency but also hate screaming children, this is one of those small-bore changes that can quietly help a company win deals.