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.”
(Photo: Bruce Tuten/Flickr)