Disney and Philips bring together beloved storytelling and innovative technology to support kids undergoing MRI exams

Rhea-AI Summary

Philips (NYSE: PHG) and Disney (NYSE: DIS) are integrating Disney stories and characters into Philips Ambient Experience for MRI in 87 countries to support children during scans.

According to Philips, a European multicenter study found 43% lower stress and 63% fewer scan pauses in children aged 6–10 using this child-friendly, immersive set-up.

AI-generated analysis. Not financial advice.

Positive

• Disney-themed Ambient Experience MRI deployed in 87 countries for pediatric patients
• Study showed 43% reduction in stress for children aged 6–10
• Scan pauses decreased by 63%, supporting smoother MRI workflows
• Disney provides art and imagery at no cost as part of its charitable commitment
• Philips gains exclusive MRI platform rights to use these Disney themes

Negative

• None.

Key Figures

Countries using MRI themes: 87 countries Pediatric MRI anxiety: 66% Scan duration: up to 40 minutes +5 more

8 metrics

Countries using MRI themes 87 countries Philips Ambient Experience for MRI with Disney content

Pediatric MRI anxiety 66% Pediatric patients reporting anxiety during MRI scans

Scan duration up to 40 minutes Time children must lie still during MRI scans

Stress reduction 43% Reduction in post-scan stress for ages 6–10 with Disney themes

Pause reduction 63% Drop in pauses during scans with Ambient Experience intervention

Hospitals in study 6 hospitals Multi-center European study of pediatric MRI experience

Charitable commitment $100 million Disney support for children’s hospitals and pediatric care places

Children’s hospitals supported 1,700 hospitals Facilities benefiting from Disney’s $100 million commitment in 45 countries

Market Reality Check

Price: $26.60 Vol: Volume 1,019,500 is below...

normal vol

$26.60 Last Close

Volume Volume 1,019,500 is below the 20-day average of 1,394,389, indicating muted trading interest ahead of this news. normal

Technical Shares at 26.60 are trading below the 200-day MA of 28.09, and about 20.44% under the 52-week high of 33.435.

Peers on Argus

PHG was down 1.26% while several medical device peers also declined (e.g., STE -...

PHG was down 1.26% while several medical device peers also declined (e.g., STE -1.89%, DXCM -3.16%, ZBH -2.66%, SNN -1.02%), with PODD a notable gainer at +1.40%. Scanner data did not flag a coordinated sector momentum move.

Historical Context

5 past events · Latest: May 18 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
May 18	Imaging advances	Positive	+3.3%	Showcased new imaging and AI guidance solutions for complex PCI at EuroPCR.
May 18	Product introduction	Positive	+3.3%	Introduced SmartIQ coronary imaging with over 50% lower X-ray dose protocol.
May 18	Digital health contract	Positive	+3.3%	Selected to power hospital-at-home program for up to 15,000 patients annually.
May 08	AGM outcomes	Positive	+0.2%	Shareholders approved all AGM proposals including CEO re-appointment.
May 06	Earnings/update	Positive	+3.0%	Reported strong order intake, sales growth and margin expansion in Q1.

Pattern Detected

Recent Philips news, especially on imaging and hospital solutions, has often coincided with positive next-day price reactions.

Recent Company History

Over May 6–18, 2026, Philips issued several updates on imaging, interventional cardiology, and digital care. Announcements on complex PCI guidance, SmartIQ ultra-low-dose coronary imaging, and a large hospital-at-home contract all saw next-day gains around +3%. Governance news from the May 8 AGM also aligned with a modest positive move. Today’s Disney collaboration fits the theme of enhancing patient experience within Philips’ imaging ecosystem.

Market Pulse Summary

This announcement highlights Philips’ pediatric MRI focus by integrating Disney content into Ambient...

Analysis

This announcement highlights Philips’ pediatric MRI focus by integrating Disney content into Ambient Experience across 87 countries. Study data showed a 43% reduction in stress and 63% fewer scan pauses for young children, supporting smoother workflows. Recent news flow has centered on imaging advances and digital hospital solutions. Investors may watch how widely hospitals adopt these themes and how such experience-driven offerings complement Philips’ broader imaging and AI-driven portfolio.

Key Terms

mri, diagnostic imaging, ai-driven

3 terms

mri medical

"Disney stories and characters will be integrated into Philips Ambient Experience for MRI at medical facilities"

Magnetic resonance imaging (MRI) is a medical scan that uses magnetic fields and radio waves to create detailed pictures of the inside of the body, like a high-resolution camera for tissues and organs. Investors care because MRI drives demand for imaging machines, hospital services, diagnostics and can be central to clinical trial results and regulatory decisions—changes in MRI use or technology can affect revenue, capital spending and reimbursement in healthcare and medical device markets.

diagnostic imaging medical

"help clinicians maintain efficiency and focus on delivering high-quality diagnostic imaging"

Diagnostic imaging is the use of technologies like X-rays, CT, MRI and ultrasound to create pictures of the body's internal structures so doctors can find, monitor or rule out conditions. For investors it signals where money flows in healthcare: sales of imaging machines, software, scans and related services, reimbursement rules and clinical accuracy all influence provider revenues and the pace at which new imaging products are adopted — like a camera that lets clinicians see inside a machine to diagnose problems.

ai-driven technical

"including monitoring, echocardiology, and AI-driven, data-informed solutions"

AI-driven describes products, services, processes or decisions that rely on artificial intelligence—software that detects patterns in data and makes predictions or choices without step-by-step human direction. For investors it signals potential for faster growth, lower operating costs or new revenue, but also new risks (model errors, data problems, regulatory limits); think of it like a smart thermostat that can save energy and money but can also misbehave if fed bad information.

AI-generated analysis. Not financial advice.

May 28, 2026


For the first time, Disney stories and characters will be integrated into Philips Ambient Experience for MRI at medical facilities around the world to help create calmer, more comfortable patient experiences

Amsterdam, the Netherlands and Burbank, Calif. – Royal Philips (NYSE: PHG, AEX: PHIA) and The Walt Disney Company (NYSE: DIS) today announced that beloved Disney animated characters and stories are being incorporated directly into Philips Ambient Experience for MRI at medical facilities in 87 countries worldwide to support children undergoing imaging procedures. For many children, this type of immersive environment can help shift attention away from the clinical setting, creating a more comforting and engaging experience during scans and helping more children complete their exams successfully.

“By bringing Disney stories into the MRI environment, we are helping create a setting where children can feel more at ease and remain still during scans,” said Atul Gupta, MD, Chief Medical Officer, Diagnosis and Treatment at Philips. “Reducing stress can improve the experience for young patients and their families, while helping care teams deliver efficient, high-quality imaging so they can care for more children each day, supporting better care for more people.”

“At Disney, we believe stories have the power to bring comfort and emotional connection to children and families,” said Lisa Haines, Senior Vice President, Corporate Social Responsibility, The Walt Disney Company. “We’re proud to collaborate with Philips to extend that impact into MRI rooms in a meaningful way – using our beloved stories and characters to help provide moments of escape, normalcy, and reassurance during what can be an intimidating experience for kids in hospitals.”

Evidence supporting improved pediatric MRI experience

MRI scans can be challenging for young children. Entering a large, unfamiliar machine that makes loud noises, combined with the need to lie perfectly still for up to 40 minutes, can be intimidating. In fact, 66% [1] of pediatric patients report feeling anxious during MRI scans. This anxiety or claustrophobia can lead to re-scans, longer procedures and, in some cases, the need for sedation, increasing demands on care teams. These disruptions can limit the number of patients who can be seen each day, leading to potential delays.

Child-friendly, immersive content in pediatric MRI settings can help reduce operational disruptions, such as re-scans, long pauses, or aborted procedures. A multi-center study conducted across six hospitals in Europe [2] highlights the impact of Ambient Experience with Disney themes. For children ages 6–10, post-scan pediatric patient stress levels were reduced by 43% compared to pre-exam. In addition, pauses during scans dropped by 63% compared to procedures without intervention.

“The data showed that a child-friendly audio-visual intervention reduced stress levels in young children and decreased scan disruptions, supporting a smoother MRI workflow,” said Emilio J. Inarejos Clemente, Department of Diagnostic Imaging, Sant Joan de Deu Hospital, Barcelona, Spain. “This can help clinicians maintain efficiency and focus on delivering high-quality diagnostic imaging, helping more patients to be seen without compromising care.”

Reimagining the pediatric MRI experience through collaboration

Philips innovates to make MRI exams faster, more comfortable and easier for patients. A key part of this effort is Philips Ambient Experience, which uses calming lighting, sound and visual elements to help patients relax before and during the exam. Within this approach, Disney-themed content is incorporated as part of the Ambient Experience environment to offer comfort with beloved Disney stories and characters to reduce anxiety and stress in children undergoing MRI exams. This builds on Philips’ focus on improving care experiences for patients, particularly children undergoing imaging.

Through longstanding collaborations with children’s hospitals worldwide, Disney has developed content and environments tailored for clinical settings, helping make healthcare experiences feel more familiar and less intimidating for young patients. This includes a recently fulfilled commitment of $100 million supporting more than 1,700 children’s hospitals and pediatric places of care in 45 countries. In addition, thousands of hospital staff have been trained through Disney Institute programs, and millions of items have been distributed to children in care settings. Disney supports kids and families in children’s hospitals by bringing comfort and joy when it’s needed most. As part of this ongoing charitable commitment, Disney has provided the art and imagery in Philips Ambient Experience at no cost. Children and families can choose characters from across Disney, including Mickey and Minnie Mouse, Marvel superheroes, favorites from Star Wars, Disney Princesses and many more.

Philips has a rich history of driving pediatric innovation through research, strategic partnerships, and industry-leading pediatric technology, including monitoring, echocardiology, and AI-driven, data-informed solutions. Key initiatives include specialized, child-friendly imaging solutions such as Pediatric Coaching, Scan Buddy and Kitten Scanners, helping to improve clinical workflows and enhance care experiences for children, supporting the broader goal of delivering better care for more people.

Today, Philips Ambient Experience for MRI is the exclusive MRI platform using these Disney themes. Early adopters of the themes include the pilot hospitals across Europe and industry-leading hospitals, Rady Children’s Health in Orange County and Calderdale Royal Hospital, which are already seeing positive staff and patient impact.

Read more about Philips Ambient Experience and the newly introduced Disney-themed content at https://www.usa.philips.com/healthcare/technology/pediatric-mri-disney-and-ambient-experience.

[1] De Amorim e Silva et al., 2006
[2] Herlev Hospital Denmark, Hôpital Robert Debré France; Hospital de Sant Joan de Déu Spain; Instytut Centrum Zdrowia Matki Polki Poland; Universitätsklinikum Bonn Germany; UZ Brussel Belgium.

For further information, please contact:

Jayme Maniatis
Philips Global External Relations
Tel.: +1 508 971 4015
E-mail: jayme.maniatis@philips.com

Tim Perry
The Walt Disney Company Corporate Communications
E-mail: timothy.perry@disney.com

About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people’s health and well-being through meaningful innovation. Philips’ patient- people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home.

Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2025 sales of EUR 18 billion and employs approximately 64,300 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.

About The Walt Disney Company
For more than 100 years, Disney stories have been a source of imagination and hope for children of all ages. Walt Disney himself brought the magic of those stories to children in hospitals, along with Disney animators and characters. Today, this legacy is reflected in Disney’s continuing support for children’s hospitals around the world, including a recently fulfilled $100 million commitment that supported more than 1,700 children’s hospitals and pediatric places of care in 45 countries around the world. This includes more than 400 hospitals that have ongoing access to first-run Disney movies; approximately 30,000 hospital staff and leaders who are trained through the Disney Institute Program; and more than 2 million toys, books, costumes, and other items distributed to children’s hospitals through Starlight Children’s Foundation.

Learn more about Disney’s commitment to delivering comfort and joy when it’s needed most at disney.com/childrenshospitals.

Attachments

• Philips Ambient Experience for MRI with Disney stories and characters
• Disney themes incorporated into Philips Ambient Experience for MRI

FAQ

What did Philips (NYSE: PHG) and Disney (NYSE: DIS) announce about pediatric MRI on May 28, 2026?

Philips and Disney announced integration of Disney stories and characters into Philips Ambient Experience for MRI in 87 countries. According to Philips, this immersive environment aims to make scans calmer for children and support more efficient imaging workflows for hospitals worldwide.

How does Disney-themed Philips Ambient Experience MRI help reduce stress for children?

Disney-themed Philips Ambient Experience MRI uses calming lighting, sound and Disney visuals to distract children from the clinical setting. According to Philips, this child-friendly audio-visual intervention is intended to lower anxiety, help kids stay still and reduce scan disruptions during MRI exams.

What clinical evidence supports the Philips PHG and Disney MRI collaboration for kids?

A multicenter European study across six hospitals evaluated Ambient Experience with Disney themes in pediatric MRI. According to Philips, children aged 6–10 had post-scan stress levels reduced by 43% and scan pauses reduced by 63% compared with procedures without the intervention.

In how many countries will Philips Ambient Experience MRI with Disney content be available?

Philips Ambient Experience for MRI with integrated Disney stories and characters will be available in 87 countries worldwide. According to Philips, the goal is to support more children through calmer scans and help care teams maintain efficient, high-quality imaging workflows across global hospitals.

Is Disney providing its content for the Philips pediatric MRI collaboration at no cost?

Disney is providing art and imagery for Philips Ambient Experience pediatric MRI rooms at no cost. According to Disney, this is part of a broader charitable commitment that has supported over 1,700 children’s hospitals and pediatric care locations across 45 countries worldwide.

Which hospitals are early adopters of the Philips and Disney pediatric MRI themes?

Early adopters include pilot hospitals across Europe, plus Rady Children’s Health in Orange County and Calderdale Royal Hospital. According to Philips, these sites are already reporting positive impacts on staff and patient experiences using the Disney-themed Ambient Experience MRI environments.