Walt Disney Co. announced recently that it plans to unveil this spring at Walt Disney World in Florida a wristband embedded with radio frequency identification chips, reports a story in the Los Angeles Times. A unique code in each chip lets parkgoers pay to enter the park, check into Disney hotels and buy food and souvenirs, among other things.
“Disney officials promoted the wristbands as a way to make visiting the park easier. The wristbands will let Disney use the data to customize future offerings and marketing pitches.Today a congressman from Massachusetts raised questions about how Disney will use information it collects when it gives parkgoers new wristbands embedded with computer chips. Edward J. Markey (D-Mass), who co-chairs a congressional panel on privacy, asked Walt Disney Co. Chairman and Chief Executive Robert A. Iger in a letter what information the park will collect with the so-called MagicBand and how it will be used.
“’Widespread use of MagicBand bracelets by park guests could dramatically increase the personal data Disney can collect about its guests,’ he said, adding that he is particularly concerned at the prospects of Disney collecting information about children. Disney officials say they have no plans yet to introduce the wristbands at Disneyland or Disney California Adventure Park in Anaheim.
For more, see: http://www.latimes.com/business/la-fi-disney-wrist-bands-20130126,0,4556564.story