How Disney’s Billion-Dollar MagicBand Is Working Its Magic

Read original story on: Wired

Introduced back in November of 2013, the Disney MagicBand is a waterproof plastic wristband that doubles as an RFID-enabled ticketing and payment device for Disneyland visitors, connecting them to a powerful system of sensors scattered throughout the park to offer a frictionless experience. The system, which reportedly cost Disney over $1 billion to develop, collects real-time data about where visitors are, what they’re doing, and what they want to purchase next.

Since its debut, MagicBand has received largely positive reviews and has been credited to the record-high park attendance and Disney resort occupancy in the last quarter. By all accounts, it looks like Disney’s billon-dollar gamble on wearables is paying off.

Header image taken from Disney Online Store

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Manager of Strategy & Content, IPG Media Lab

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