How do the RF Devices work?
Each MagicBand contains an HF radio frequency device and a transmitter which sends and receives RF signals through a small antenna inside the MagicBand. Each RF Card contains a passive HF radio frequency chip. Some of your benefits will be unlocked by "touching" your MagicBand or card to short-range reader touch points located at the Resort, including access to your Disney Resort hotel room, entry to a Disney theme park or making purchases at select Resort locations. The MagicBands can also be read by long-range readers placed in select locations throughout the Resort used to deliver personalized experiences and photos, as well as provide information that helps us improve the overall experience in our parks.
Guests can participate in MyMagic+ and visit the Resort without using the MagicBand by choosing a card, which cannot be detected by the long-range readers; however, certain features of MyMagic+ are dependent upon long-range readers, including automatic delivery of certain attraction photos and videos and some personalized offerings, which are only available to guests using a MagicBand.
The RF Devices are not GPS-based and do not enable collection of continuous location signals. Instead, MyMagic+ uses both short- and long-range readers located within the Resort to deliver the benefits of MyMagic+.
The RF Devices themselves do not store your personal information. Rather, your RF Device contains only a randomly assigned code that securely links to an encrypted database. This allows us to associate your RF Device with the benefits you have purchased and to collect information regarding your interactions with the various RF Device readers located at the Resort.
What information is collected through your use of the RF Devices and how is it used?
We use the information collected in connection with MyMagic+ to deliver the best possible guest experience. For example:
When you use your RF Device at touch points (e.g., for Disney Resort room entry, park admission, FastPass+, and purchases at select Resort locations), we are able to record your transaction and, when necessary, make the appropriate adjustment to your account.
The long-range readers will be in specific locations to enable the delivery of attraction photos and videos and personalized offerings.
Your interactions provide us with information about the products and services you experience in the Parks; your wait time for rides, restaurants and other attractions; and similar types of information.
If you sign up on the My Disney Experience website or mobile app to receive special email and/or text message alerts during your Resort visit, we may use information collected through your use of the RF Device to fulfill your request.
We may also use the information we collect through your use of the RF Device to send you information about products and services that we think may be of interest to you, but you can always choose not to receive marketing information from us. We will not use information collected in connection with MyMagic+ to personalize or target advertising to children under age 13.
Aggregate information can be used to better understand guest behavior and make improvements to the guest experience (e.g., managing wait times and improving traffic flow).
How is information collected through your use of the RF Devices shared?
We may share information about your experiences at the Resort with other members of the Walt Disney Family of Companies, but you can always choose not to receive marketing from us.
However, information about your specific park experience collected automatically when your MagicBand is read by long-range readers will not be shared with other members of the Walt Disney Family of Companies to use for marketing purposes unless you elect that we do so.
We will only share information about you that is collected automatically when your MagicBand is read by long-range readers with third parties for their marketing uses if you elect that we do so.