Magic Mirror® – Trademark & Brand Information

Magic Mirror® is a registered trademark in Ireland, owned by Total Event Photography Ltd, trading as Magic Mirror® and ProPhoto.

Our trademarks have been registered with the Intellectual Property Office of Ireland (IPOI) since 2016.

Our registrations can be independently verified through the official Irish trademark register:

Both registrations cover photography and photography services under Class 41.

Understanding the Difference

We manufacture and operate our own product called Magic Mirror®, which we also offer as a professional event photography and entertainment service throughout Ireland.

We recognise that similar interactive mirror-style photo booths are manufactured and sold internationally, sometimes under names such as "Magic Mirror", particularly in overseas markets, including China.

However, the use of a particular product name in another country does not automatically grant the right to use that name commercially in Ireland.

Within the photo booth industry, this type of equipment can be accurately described using alternative terms, including:

Mirror Booth
Selfie Mirror
Mirror Photo Booth
Interactive Mirror Booth

These descriptions allow businesses to promote similar equipment without suggesting an association with our Magic Mirror® brand.

We Do Not Claim Ownership of Mirror-Style Photo Booths

We want to make it absolutely clear that we do not claim ownership of mirror-style photo booth technology, equipment, or the general concept of an interactive mirror photo booth.

We recognise that many manufacturers and event companies around the world produce, sell and operate similar equipment, and we fully respect their right to do so.

Other businesses are free to manufacture, purchase, operate and advertise their own mirror-style photo booths, subject to applicable intellectual property rights.

Our registered trademarks protect the Magic Mirror® brand in Ireland, particularly in connection with photography services. They do not give us ownership of the underlying technology or the general category of mirror-style photo booths.

Our concern is the unauthorised commercial use of our registered trademark, or confusingly similar branding, in circumstances that may infringe our rights or mislead customers into believing there is a connection with our business.

We are protecting our brand, not attempting to restrict fair competition or claim ownership of an entire category of photo booth equipment.

Avoiding Customer Confusion

Over the years, we have invested considerable time, effort and resources into developing, operating and promoting the Magic Mirror® brand throughout Ireland.

When another business uses the same name, or confusingly similar branding, to advertise comparable photography services, it can create uncertainty for customers, event organisers, venues and suppliers.

Customers may mistakenly believe they are booking our Magic Mirror® service, dealing with an authorised provider, or engaging with a business connected to us.

This is the type of confusion our trademark registrations are intended to help prevent.

We welcome fair competition and recognise that customers should have a choice of suppliers. However, we believe that each business should promote its services under its own distinctive branding.

Respecting Our Registered Trademark

We respectfully ask businesses operating in Ireland to recognise our registered trademarks and refrain from using the Magic Mirror® name as branding for competing photography services without our permission.

This includes potentially infringing use across websites, social media accounts, online advertisements, promotional materials and other commercial communications.

Simply purchasing equipment from an overseas manufacturer that markets it as a "Magic Mirror" does not automatically provide the purchaser with trademark rights to market photography services under that name in Ireland.

Where we identify a potential infringement, our preferred approach is always to contact the business directly and seek an amicable resolution.

In most circumstances, using an alternative description such as "Selfie Mirror" or "Mirror Booth" provides a straightforward way to avoid potential confusion.

Our objective is not to prevent anyone from conducting business, but to ensure that our established brand identity is respected.

Working Together Professionally

We recognise that some businesses may have adopted the term "Magic Mirror" without being aware of our Irish trademark registrations, particularly where equipment was purchased from international suppliers.

We understand how this situation can arise and do not automatically assume that such use is intentional.

We encourage businesses to check existing trademark registrations when choosing names for their products and services.

Where an issue is brought to our attention, we are happy to discuss it constructively and work towards a reasonable solution.

Our position is simple: we welcome competition, but we ask that our registered brand is respected.

Questions About Our Trademark?

If you have any questions about our trademark registrations, wish to clarify the use of the Magic Mirror® name, or have received correspondence from us regarding its use, please contact us.

Total Event Photography Ltd
Trading as Magic Mirror® / ProPhoto
County Wexford, Ireland

Website: www.magicmirror.ie
Website: www.prophoto.ie

This page is provided for general information about our brand and registered trademark rights. The scope and enforcement of trademark protection are subject to applicable Irish and European Union law.