The Industry Disruptors: How Haddy, Siemens, and Disney Built a 3D Printing Ecosystem

This session explores how startup Haddy, technology foundation Siemens, and Disney joined forces to bring large-format 3D printing to theme park environments. Host Sebastian Wolf leads a discussion on building successful industrial ecosystems through collaboration, innovation, and mutual commitment. Speakers: Jay Rogers, founder and CEO of Haddy, explains how his company evolved from printing furniture to creating durable, guest-ready props for Disney theme parks, including pieces for the Jungle Cruise attraction and stage activations. Nick Balckburn, Executive Imagineer in Disney's R&D, Technology and Engineering department, discusses what sets Haddy apart as a manufacturing partner. He explains Disney's requirement for props that must remain safe and beautiful in front of guests for 50 to 100 years, withstanding daily use in outdoor environments. Marcus Obermeier, Senior Manager for Additive Manufacturing Business Development at Siemens, details how Siemens automation equipment and software provide the digital thread enabling Haddy's end-to-end manufacturing workflow. Linda Krmbholz, Senior Vice President for Siemens Accelerator, Marketplace and Ecosystem, outlines the Siemens for Startups program and how the company enables small companies to scale through low-barrier technology access, joint go-to-market strategies, and financial services. The conversation highlights real-world applications of microfactory concepts, where distributed manufacturing facilities can be established close to customers. Speakers discuss sustainability considerations, the importance of maintaining human artistic input alongside automation, and the balance between innovation and financial viability in capital-intensive manufacturing.