In an effort to give its theme park patrons a more customized, interactive experience, Disney is adopting the tactics of law enforcement agencies everywhere: giving out wristbands embedded with tracking devices and information about the people wearing them.
Uses for the wristbands, dubbed “MyMagic+,” range from the pedestrian–like tracking purchases and attractions visited, presumably to serve up targeted advertisements–to the surreal. If a child wearing a MyMagic+ band approaches a Cinderella mascot, for example, Cinderella could be automatically informed of the child’s information, so she can greet him or her by name. Fortunately, the devices are strictly optional for now.
“We want to take experiences that are more passive and make them as interactive as possible,” said Bruce Vaughn, Disney Imagineering’s chief creative executive. “Moving from, ‘Cool, look at that talking bird,’ to ‘Wow, amazing, that bird is talking directly to me.”
The Disney World website states:
MyMagic+ will allow you to take control of your Walt Disney World vacation like never before.
You can personalize your experience … and even your MagicBand. Best yet, you’ll have the confidence of locking in incredible Disney experiences—while having the flexibility to make updates as your plans change.
There’s never been an easier way to experience a Walt Disney World vacation that’s all yours. Stay tuned for more Disney magic yet to be revealed!
There is no indication that visitors may opt out of wearing MyMagic+ wristbands.