Disney’s Wrist Strategy: All Ears?

Walt Disney World scores big attention and easy traceability with its MyMagic+ wristband.

It’s all about the big mouse ears at Walt Disney World. Except when it’s about the wrist. And with the rollout of MyMagic+ earlier this year, attendees have unbelievable amounts of information right on their wristbands.

The colorful Disney MagicBand is a good example of how tracking technology is used in the for-profit world. The band uses radio frequency technology in an all-in-one device that—with the tap of a wrist—serves as a room key, park ticket, and optional payment system for food and merchandise. Disney emphasizes that the bands don’t use GPS technology, track guests, or store personal or credit card data, and they can be disabled remotely if lost or stolen.

The band is part of the larger MyMagic+ program, which allows attendees to make the most of their time by preplanning and customizing their visit. is Disney’s new website and free mobile app that include interactive maps, restaurant listings, itinerary tools, and the ability to plan for shows and attractions through FastPass+. Best of all: If you want a meet-and-greet with Mickey, you can set that up through the app as well.

Melanie D.G. Kaplan

By Melanie D.G. Kaplan

Melanie D.G. Kaplan writes regularly for the Washington Post and is a contributing editor at Smart Planet/CBS Interactive. MORE

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