Bob Iger Calls MagicBand Criticism “Ludicrous”

Bob Iger today told a Massachusetts congressman that his privacy issue concerns about new technology being introduced at Disney theme parks are bunk. “We are offended by the ludicrous and utterly ill-informed assertion in your letter dated January 24, 2013, that we would in any way haphazardly or recklessly introduce a program that manipulates children, or wantonly puts their safety at risk,” the Disney chairman and CEO wrote in a letter (read it in full below) Monday to Ed Markey.

The program to which Iger is referring is the company’s MyMagic+MagicBands digital venture set to launch this spring at Disney World. As Iger outlined last week during a Q&A with Brian Grazer, the initiative enables theme park visitors to upload their personal information into digitally enhanced wristbands so they can reserve time on rides and in restaurants as well as upload birthday information. From Disney’s point of view, the MagicBand tracks guest interaction and purchasing behavior while in the parks. (more…)

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