I get the sense that Disney is going after the Instagram set with this Play! Pavilion. Have you heard of the "
Museum of Ice Cream" or the "
Museum of 3D Illusions" in San Francisco? These are "museums" of brightly-colored physical sets for people to pose in for photo opportunities. There's really nothing to "do" there other than take pictures of yourself. But these kinds of attractions are popping up all around the world and people are flocking to them.
These "exhibits" are a dream for Disney because they don't require a lot of operations or staffing. Just set the "party" atmosphere with, backgrounds, props, lights, and music and let people take pictures. The Purple Wall was an early test of this concept, and now we see Insta-worthy paint job all around Tomorrowland. The Play! Pavilion would be this but with all the IP. The kiddy stuff (water balloons, etc.) would just serve to keep kids entertained while mom and day snap pics.