From the NRF BIG Show: The Magic of Disney Inside a Retail Space

Then there's the “magical trees” that are a fixture in every new Disney Store design. The 10-foot plus high trees display digital signage of high definition Disney videos and animation, which run on a 30-minute loop. Cast members (aka store associates) have the ability to show certain videos depending on shoppers’ requests. Plans are in the work to have shoppers be able to choose the content of the trees via their mobile devices.