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New Disney Bracelet Eliminates Need for Keys, Money & I.D. — But Is Privacy an Issue?

Jan. 8, 2013 10:31am Liz Klimas

Sure amusement parks have lockers to store your sunblock, extra pair of shorts, hats, towels and other necessities, but some unlucky parent will still need to be in charge of the cash, credit cards and tickets. This person also has the extra task of keeping them dry and not turned out of pockets on a wild ride. All these things might add up to a less enjoyable experience and it’s something Disney is hoping to improve.

A new project being launched at Disney parks called MyMagic+ would eliminate the need for any of these loose articles. It’s not an all-inclusive fee system though, but a bracelet that does everything from unlocking your hotel room door to facilitating mouse ear purchases to telling Princess Jasmine your little one’s first name before they’re formally introduced.

Disney Announces MyMagic+ Bracelets Act as Room Key, Park Ticket, Credit Card and More

(Photo: Disney blog)

The New York Times reported Disney executives saying that they expect the initiative, estimated to cost $800 million and $1 billion, will provide a better experience for customers, who will therefore spend more time at the park and as a result bring in more revenue.

The bracelets will use RFID (radio-frequency identification) chips and would function as a room key, park ticket, FastPass access, PhotoPass card and optional payment system in the parks. Although not mentioned as a function of the MyMagic+ bands, the technology could allow for physical location tracking within a set area as well.

Here’s more from a blog post by Disney’s Chairman Tom Staggs explaining how the project would benefit customers (emphasis added):

Like most people who visit Walt Disney World Resort, my family and I have our “must-do” attractions, and as the father of three boys, those attractions often end with the word “mountain.” Now, rather than dashing as a group, or even splitting up to gather FastPasses, imagine booking guaranteed ride times for your favorite shows and attractions even before setting foot in the park. With MyMagic+, guests will be able to do that and more, enabling them to spend more time together and creating an experience that’s better for everyone.

A major component of MyMagic+ is the new My Disney Experience website and mobile app, which gives guests planning their trip the latest information on all Walt Disney World Resort has to offer. We know that some people like to plan every aspect of their Disney vacation in advance while others like to plan very little, letting their day unfold spontaneously. No matter where guests fall in that spectrum, My Disney Experience gives them the flexibility to plan as much or as little as they’d like to create the exact Disney experience they want. They can book dining and other experiences and reserve times for their favorite attractions, shows and more through an enhanced FastPass system, FastPass+. Once they arrive, they can use their smart phones to spontaneously change their plans in the moment, exploring our parks at their own pace and getting the most out of their visit.

(Photo: Disney blog)

You might remember the use of RFID chips in school IDs getting some attention last year for the privacy concerns some parents and students had. TheBlaze followed the controversial use of the technology in a Texas school district and some students’ crusade against such a card. One student was almost expelled for refusing to use the card but recently won a legal battle that prevented the school from taking such action.

Disney understands that RFID-equipped bracelets could come with similar privacy concerns as well. The Times reported that when signing up for the optional MagicBand service, guests can tailor the amount of information they want Disney to know in the first place. For example, parents wanting their little ones to have a more personal experience at the park can opt in to providing information that would allow a Disney character to greet the child by name and even wish them a happy birthday.

One of the more obvious concerns is if the band becomes lost or stolen. For protection, using the band to make purchases requires a PIN. The Times reported that they can be deactivated remotely by park employees.

As for location tracking of guests, this was not addressed specifically from a privacy standpoint. But a potential benefit could be if a child were lost. If he or she was wearing a bracelet, finding them could be relatively easy.

Duncan Dickson, a professor in the University of Central Florida’s Rosen College of Hospitality Management, told the Orlando Sentinel that Disney’s project is a “marketing bonanza.”

“It opens up so much rich information and gives the marketing groups the ability to target-market specifically to the guest,” Dickson said.

The Sentinel reported amusement-park consultant John Gerner saying that he expects that the project will do well as customers are often “willing to pay quite a bit for convenience.”

But what do Disney fans have to say about the use of such technology? The Times reported these two thoughts from users on a Disney fan site:

“Although I know this type of technology is making its way into every facet of life, it still makes me feel a bit creeped out,” wrote Jayne Townsley on StitchKingdom.com.

Pam Falcioni, another StitchKingdom user, had the opposite response. “I think it sounds awesome,” she wrote, adding, “As far as ‘Big Brother’ watching over us as we wander the parks, anyone worried about ‘real’ privacy wouldn’t be wandering around a theme park full of security cameras.”

Disney has been testing the technology in its Florida parks and Staggs wrote that the response thus far has been “fantastic.”

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Comments (64)

MrKnowItAll
Posted on January 8, 2013 at 5:54pm
The ONLY thing this Bracelet should do is Cross Reference with the Sex Offender’s List.

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- tootsie roll
  Posted on January 8, 2013 at 7:22pm
  NO NEED FOR THAT dISNEY GIVES THEM THE FIRST WEEK OF June for themselves
  in the land of Magic. ha
  
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Keatonc33
Posted on January 8, 2013 at 5:20pm
haha the comments on this story are proof positive that beck followers are little more than real life Dale Gribbles

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zoro51
Posted on January 8, 2013 at 3:53pm
mark of the beast?? interesting DISMAL LAND has started this.. aside form overt comercialization of thier wares charging exhuberant prices for a burger much less a orniment.. no its COPROAL RAPE of our funds..

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tharpdevenport
Posted on January 8, 2013 at 3:47pm
Let us put Glenn on notice that when any of his American Dream LAbs’ locations get too big, that we don’t want to be tracked like sharks.

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- freeberty
  Posted on January 8, 2013 at 8:46pm
  Too late, in his worship of all things Disney, Beck has just announced RFID chips to be sent to all Blaze subscribers for immediate installation into their tin-foil hats.
  
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- tharpdevenport
  Posted on January 8, 2013 at 9:44pm
  Try re-tuning your teeth — you’re picking up MSNBC.
  
  Report this comment
dcgirl
Posted on January 8, 2013 at 3:25pm
As long as you have a choice whether or not to purchase/use the device I don’t see a problem. If there is force, then there is no way that I would visit the parks (don’t anyway).

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- txs_sxs
  Posted on January 8, 2013 at 5:27pm
  And as long as the park discloses exactly what is involved (both good and bad). Too many people would get the bracelet without thinking through the potential consequences. As long as they are disclosed, no one can complain about invasion of privacy, etc.
  
  Personally, there is no way I would get the bracelet.
  
  Report this comment
GuruMeditation
Posted on January 8, 2013 at 3:02pm
Disney sucks.

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tharpdevenport
Posted on January 8, 2013 at 2:54pm
A circle with three green circles in it? Looks some what like the evil computer Brianiac from “Superman: The Animated Series”.

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sizzlinsexybeckster
Posted on January 8, 2013 at 2:53pm
It looks like great convenience at the park, however, the privacy is easily captured by any predator who can then easily get your kids name and lure them away pretending to be part of the park entertainment. Convenience is not always a good thing.

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- Southerner01
  Posted on January 9, 2013 at 7:31am
  Between the parents who put their kids in shirts with their names on them, and people shouting for their kids across the park, there would be no need for someone to engage in high tech hacking to get a kids name at a theme park.
  
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1kingforall
Posted on January 8, 2013 at 2:52pm
Do NOT be fooled into receiving it,Now just where was it I have heard about this, sound’s to me like the more we become dumbed down the easier it will be to get dummies in line.
Doesn’t it sound like practice to you maybe not, I think so.

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housetops
Posted on January 8, 2013 at 2:46pm
Degree by degree. This isn’t a jacuzzi people you’re boiling to death!

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JEANNIEMAC
Posted on January 8, 2013 at 1:24pm
http://occupyeducated.org/2012/05/16/six-media-companies-control-90-of-what-we-read-watch-and-listen-to/
Disney is one of the six companies which control the media. This is one of the first steps to requiring RFID chips for everyone. By making it a pleasant experience in the parks, Disney is indoctrinating the public into acceptance of being constantly tracked.

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Bikkiboo
Posted on January 8, 2013 at 1:23pm
While things like this make perfect sense and have wonderful benefits, such as tracking lost kids, I still think they’re getting too close to the “mark” that the Bible talks about being used in the end times.

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- debloo
  Posted on January 8, 2013 at 2:51pm
  I wholeheartedly agree this is very close to the mark of the beast. But I don’t think we need to be afraid of technology that could keep children safe and make vacation experiences fun.
  There is always a counterfeit for every technology invention. Or a better example of misused technology is tv. Most people use it everyday to watch the news and or wholesome shows to entertain our children and families. Or we can indoctrinate them with sex, violence and the political agenda of the media. Our choice. It’s the same with this technology. It’s good technology. I can and will be used for good and you can be sure some one will use it for harm. We live in a fallen world. But our eyes are open. Let us pray for those that aren’t.
  I for one would never go to a Disney park anyway. They do not tell families when the gay parades are going to be exposing children to their debauchery. Or better yet. They don’t want to stop exposing children to the homosexual agenda.
  As far as the mark of the beast. My brother or sister in Christ. I do believe we will be with our Savior when this is forced on people. Notice I did not say American’s. Ever heard of “One World Order”?
  
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Topcat
Posted on January 8, 2013 at 1:17pm
Disney has always prided itself in its ability to move huge amounts of people efficiently , and its all about the experience. This is a wonderful idea and the next step to continue in its efforts to maximize the experience . The uses of this system are endless , but the entire system operation needs to be limited to the confine of the park. It could permit prepayment of attractions , along with scheduled times to visit . In the future actual reminders could be sent when your time is near on any given attraction . That could even be adjusted by where you are in the park compared to where you need to go. Any additional expense occurred using the system , should not access CC directly but print out a bill to be payed on leaving the park . The use of this is endless , but it needs to stay within the confines of the park . I see no reason to tag kids in the schoolroom , but I believe this to be a great idea.

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- ZillaMod
  Posted on January 8, 2013 at 2:28pm
  Hey there, Topcat, Disney might not make any money from children in public funded school institutions, but the information and data collected by dupes signed up for the bracelets is like a free lunch for data brokerage business and market data analytics. State sponsored surveillance, bad. Voluntary dataveillance of consumer interests for profit is money vs. privacy. It’s a pretty disgusting choice for people who actually still want some privacy. But Disney isn’t getting my cash anyway. Consumer choice.
  
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omgfolks
Posted on January 8, 2013 at 1:11pm
Of course privacy is an issue. Americans have no idea how many people are collecting information on them or how it is used or abused. All of these companies tell us how safe they are, that we should give them out private information incase we lose it. WHAT THE F—! Give me a break, Are we that stupid? Can we not shread our own personal info or keep out own check books anymore? I for one hate it. If you wnt something BORROW for it the business and goverment tell us. Instant Gratification has cost Americans way to much. I would rather save my pennies and then buy what I want rather than borrow for it when the economy is heading down the tubes. At least when it does, they will not be repossessing my television or car or what ever else I buy.. Dumb Azz’s think your credit bureau will save you.. Ha, it is just a shopping list for crooks and Banks when the economy tanks… Good luck with that….. STOP USING CREDIT AND START USING YOUR BRAIN. Our Financial system was set up to fail from the begininng and everyone runs around thinking this is something new. STOP CREDIT CARDS USE, LEARN TO LIVE WITHIN YOUR MEANS… Save for it, you may find out after saving for it you wouldn’s have made the wrong choice about buying something you do not use yet you still have to pay for……. Wake Up folks,,,,

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txjb
Posted on January 8, 2013 at 12:54pm
One World Order . We are all being tracked every day .

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fgarvin
Posted on January 8, 2013 at 12:30pm
Just another way to charge hidden fees that most people – especially those that not only voted for the most incompetent president once, but twice – would hardly notice yet alone contest. Just another reason to go to Six Flags.

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beefrank
Posted on January 8, 2013 at 11:35am
How do you match lost kids to the parents without ID?

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DennisNJ
Posted on January 8, 2013 at 11:11am
Love Disney and think this is a great idea. Maybe it shouldn’t be mandatory, but you will know where your kids are, For those who dislike Disney, since you are not going it is a moot issue to you.

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- GhostOfJefferson
  Posted on January 8, 2013 at 11:36am
  You handle explains why you accept this. Apparently NJ breeds some kind of automatic kowtowing towards tracking and authority.
  
  Want to know where your kids are? If they’re young, keep an eye on them. I have and my kids were never lost. If they’re older, let them roam at will like we used to roam when we were kids. If you really need that security, get them a temporary cell phone. Problem solved.
  
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- ZillaMod
  Posted on January 8, 2013 at 2:23pm
  New Jersey’s saving rational grace is Gov.Chris Christie. The state only recently wised up enough to counter the fact they signed up for enhanced drivers licenses with RFIDs in them as a landlocked state no where near a US international border. It created such a administrative mire, even for Jersey’s mindless bureaucrats, they decided to get rid of it. There’s a reason people are opposed to RFID. You should look into it after you put down that hoagie.
  
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biohazard23
Posted on January 8, 2013 at 11:02am
I can’t stand the Tragic Kingdom. I worked there during high school. That place is from the very depths of Hades itself.

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- Anonymous T. Irrelevant
  Posted on January 8, 2013 at 7:08pm
  I just got back from there and HATED IT. I had to ride a scooter, because of my disability of walking long distances, but the spanish-speaking people are as rude as the Europeans. Almost everyone was like a chicken. As soon as I would ride up to them, they HAD to run in front of me, instead of waiting the second it took me to drive by. The rude spanish-speakers almost knocked me over several times trying to get to the front of the line.
  The only way I’d say this would be good would be to put it on a child with limited info AND only to track them if they got lost.
  EPCOT and the Wild Kingdom were much better, only because they weren’t so crowded.
  
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term limits for congress
Posted on January 8, 2013 at 10:55am
This isn’t new technology – just new to Disney. Cruise ships and resorts have been using this for several years. The marketing piece is a little disturbing.

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SpankDaMonkey
Posted on January 8, 2013 at 10:54am
.
Our family got caught up in Gay Day at the House of Mouse a few years ago. I’ll never have to worry about that bracelet, cause we will never go back………….

FYI Don’t go the first week in June, if you do make sure to check if Gay Day is going to be part of your vacation………….

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- Cronpolis
  Posted on January 8, 2013 at 12:38pm
  Funny and good tip!
  
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- seek.the.truth
  Posted on January 8, 2013 at 12:51pm
  Have friends that just returned from a carribean cruise that turned out to be gay cruise. They were not amused!
  
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- red_white_blue2
  Posted on January 8, 2013 at 12:59pm
  That is disturbing that there even is such a day.
  
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justangry
Posted on January 8, 2013 at 10:48am
Disney is pure evil.

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GhostOfJefferson
Posted on January 8, 2013 at 10:39am
This will make it much more convenient for criminals! Imagine, now you don’t have to pilfer the front and back pockets, all you have to do is run by and snatch the bracelet off the wrist!

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- StandingOnMyHead
  Posted on January 8, 2013 at 10:55am
  Or just walk by them with a wireless reader.
  
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- DadRocked
  Posted on January 8, 2013 at 10:56am
  After just watching the video of how to be a pickpocket here on the Blaze (http://www.theblaze.com/stories/the-video-of-the-best-pickpocketer-in-the-world-that-youll-likely-want-to-see/) you wouldn’t have to run by…
  
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- GhostOfJefferson
  Posted on January 8, 2013 at 11:00am
  @Standing
  
  Aye, there is that. Or, for more fun, have a small reader and then program your bracelet to cycle through “individuals” you pass by in daily life by random selection. Talk about confusing the system.
  
  This idea is silly and requires zero crime, zero inclination to do wrong, and a degree of naivete that borders on insanity. A one stop place for your entire life, identity, money and access to your physical goods? Yeah, show of hands, who here is that stupid to consider this good?
  
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- Cronpolis
  Posted on January 8, 2013 at 12:42pm
  Yeah I wouldn’t wear it on my wrist! I would wear it on my ankle! Isn’t that what criminals wear?
  
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toiletclogga
Posted on January 8, 2013 at 10:39am
High class hookers get paid well!

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Cavallo
Posted on January 8, 2013 at 10:36am
Interesting, but spooky in its implications for wider use.

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- GhostOfJefferson
  Posted on January 8, 2013 at 10:54am
  Actually, it’s funny. Let folks do this. I’ll keep using cash, using keys, not carrying a cell unless I actually need it for work, and keeping my identity to myself unless *I* choose to reveal it. The more saturated the public becomes with electronic wizardry that reveals every facet of their lives to all, the more I become a mysterious person by simply *doing nothing* but living as humans have lived for thousands of years. Zero effort on my part, 100% return of Maximum Mystery Sexiness. heh :)
  
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