Sport & Entertainment

1,742 Sessions, 2,961 Prints and 72 Seconds of Interaction Time for Disney

At the Nuremberg Toy Fair, Disney staged a complete brand world around the Disney princesses. At the centre: a custom-wrapped UpReach photo booth with AI compositing that placed visitors into fairytale scenes. 1,742 sessions produced 2,961 prints at an average interaction time of 72 seconds — figures that show many visitors used the mechanism repeatedly and played through it with several family members. UpReach took on the full graphic design, from the wrap to the follow-up email.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

The Nuremberg Toy Fair is the largest trade fair in the toy industry worldwide. Buyers from retail chains, distributors and international licensing partners walk the stands — an audience with high expectations of brand staging. For Disney, that meant the stand had to not just mention the magical brand world, but genuinely let visitors experience it.

The operational requirement: visitors (buyers, licensees, family members) were to take away a personal, shareable keepsake that strongly carries the Disney brand identity. Standard photo setups with a stuck-on logo would not have done justice to Disney's brand impact — the brand staging has to be precise, or it loses its magic.

The technical hurdle: the AI had to integrate visitors visibly and believably into the respective fairytale world — not as a cut-out selfie sticker, but as an image composition with a light, colour and depth match to the predefined scene.

The UpReach solution

UpReach developed a consistent soft- and hardware design in close cooperation with the Disney brand team. The photo booth was fully designed in a Disney princess wrap — the box itself became the stand's eye-catcher.

The software layer ran in the Disney visual design: typography, colour palette and UI elements matched the official brand guidelines. Animated buttons prompted visitors to interact — not a static tap-here interface, but visual movement that actively invited attention.

The core mechanism was the fairytale compositing: the AI cut the visitor out in milliseconds and composited them into a chosen Disney fairytale world — castle halls, forest scenes, ballrooms. The AI was trained for a light match and depth integration, so that every image fitted visually into the respective scene. Visitors could be photographed alone, with friends or with the family.

Output was as a print on the stand and in parallel by email after a GDPR-compliant data request. UpReach additionally took on the full graphic design of the follow-up emails — the brand impact was carried consistently from the stand through the print to the inbox.

More on the hardware used: /produkte/compact.

Setup & Logistics

Six weeks' lead time: 2 weeks for concept development and brand-design alignment with Disney (wrap layout, fairytale-scene selection, AI compositing templates), 2 weeks for software configuration (custom UI, animated buttons, capture workflow), 1 week for the physical custom wrap of the photo booth in the Disney princess design, 1 week for set-up logistics and on-site testing with Disney marketing sign-offs of all AI outputs.

Set-up the day before the Toy Fair, directly at the Disney stand. Camera calibration to the stand lighting. Print material prepared for pre-calculated high-frequency days — the Toy Fair has clear peak times, and the material logistics had to be anticipated.

The cloud CMS ran in the background: sessions, print volume, interaction time and fairytale-scene choice were visible live — relevant insights for the Disney marketing team into visitor behaviour and the most popular scene templates. On-site support throughout the fair.

Results by the numbers

1.742

sessions

2.961

prints

72 sec

average interaction time

The ratio of 2,961 prints to 1,742 sessions shows the high acceptance of the mechanism: visitors generated an average of 1.7 prints per session. Families photographed themselves in various constellations — first alone, then with the children, then with the grandparents. Every additional print selection is an indicator of enthusiasm for the output.

The 72 seconds of average interaction time is extraordinary at a fair full of overstimulation. Standard demo stations reach under 30 seconds of dwell time per visitor. The AI image mechanism, with fairytale choice, a posing phase and the print request, kept visitors active in the workflow — the touchpoint became the stand hotspot.

The GDPR-compliant email data request additionally generated usable leads for post-fair communication. Every email contained the Disney branding and a further hook for the subsequent marketing of Disney licensed products.

Key takeaways from this setup

Brands with a precise visual identity need custom compositing: Disney's brand staging has been built precisely over decades. A generic green-screen photo booth would not have done it justice. Pixel-precise compositing into predefined scene templates with a light and colour match is the minimum threshold for brand acceptance.

Animated UI elements increase the willingness to interact: standard tap buttons are overlooked at a fair full of overstimulation. Gentle UI animations actively draw attention — a detail with a measurable effect on session volume and dwell time.

Multiple prints are a quality signal: when visitors pull 1.7 prints per session, the mechanism is not just accepted but actively loved. Print volume is a better indicator of brand impact than pure session counts.

A consistent graphic line pays into recognition: from the wrap design through the print output to the follow-up email, the visual line has to stay consistent. Anyone who opens the email in two weeks should recognise the stand immediately.