Schwalb conceived of the concept of putting a wearable cookie possibly a Mickey Mouse plastic waterproof watch or High Tech Bracelet in the year 2000 while in Kissimmee, Florida for an International Security Conference. Schwalb said, "The ultimate goal was to make your Disney Experience much more immersive, seamless and more efficient like EZ Pass for people. I'm thrilled that they embraced my vision".
The Magic Bands are mailed to you after you’ve booked a trip to a Walt Disney Destination, where you are prompted to set them up, as well as plan your vacation itinerary. You can choose what rides you want to go on, which ones to get FASTPASSES for, and what restaurants you wish to dine at.
The devices themselves have short-range RFID and long-range Bluetooth technology built in. The RFID tech allows you access to all the features mentioned above, while the “long-range”
So what type of enhanced experiences?
Or say you are on the “It’s a Small World” there would be a portion that could say “Happy Birthday, Johnny” as your boat nears a certain area. Or when you go to meet Cinderella, she could great your child by first name.
The crowd traffic information helps Disney alleviate busier areas by enticing you to follow characters to a less busy area. This information is captured when you pass by certain areas where these Bluetooth readers/towers are nearby. While a theme park won't be blanketed by this network, it would be placed in areas known to be popular so that it can be gauged from afar.
MyMagic+ and MagicBands have recently completed testing. Roll out on a larger scale at the Walt Disney World Resort has recently been completed. Disney eventually plans to implement this program to all its parks and properties.