Disney has spent $6 billion on the theme park in recent years, but the company has also put some of its own money into its attractions.
Some of those have produced some of the most popular movies of the past century.
And now, according to a new report, Disney’s efforts to bring magical entertainment to kids might be in danger.
Disney’s Magic Kingdom is facing a wave of complaints from parents over its magical properties.
As kids get older, they may want to return to their favorite movie, the new report says.
“There is a sense of entitlement that goes along with magic,” says John McAfee, a former Disneyland employee who is now an analyst at research firm EY.
Disney, the company behind Disneyland and Disney Springs, has spent billions to develop the Magic Kingdom, which includes the Magic Bands, Magic Mountain, Magic Theatre, the Magic Showcase and Magic Show, and the Magic Enchanted Carousel.
But Disney has been struggling to find a way to bring magic to kids.
It has long tried to do this by making its movies more engaging, with a focus on social interactions, and it has put a heavy emphasis on bringing kids into its theme parks and on DisneyQuest, an interactive computer game.
In the new study, the researchers surveyed nearly 600 parents about the effects of Disney Magic.
Parents rated their children’s enjoyment of the parks on a scale from 1 (worst) to 10 (best).
“The Magic Kingdom was the one that really got the most positive responses from parents,” says McAfee.
Disney has tried to improve its Magic experiences.
“We have a dedicated team of staff that are dedicated to making sure that Magic goes well,” says Mickey Mouse co-founder and CEO Michael Eisner in an email.
The company has launched a new social media campaign to make Magic accessible to parents and families, and launched a series of TV spots, including one with a child singing the Walt Disney’s Songs of Magic.
“In the past, we have tried to make our Magic more accessible,” Eisner says.
The new study is part of a broader effort to get kids interested in learning about the world through Disney.
In 2015, Disney unveiled a “Magic in a Day” program, which teaches kids about magic and the history of magic through stories, music and activities.
The program will run through 2021.
“The DisneyQuest experience is a little bit more about learning and learning in groups and in small groups,” says Mark Weisbrot, a researcher at the University of California, Berkeley, who studies the effect of technology on learning.
“This is an opportunity to be in a large group and to have a really good time with a small group of people.”
But parents are concerned that the Magic in a Days program will only be a small part of Disney’s overall effort to make its theme park experience more engaging.
“I feel like I’ve spent a lot of time on Disney,” says Michaela Hahn, a parent of three.
“My son is five years old and I think it’s a little too much.”
Hahn is also concerned that Disney is not taking steps to make the Magic experience more accessible to children.
“Disney is not making enough efforts to make magic accessible to kids,” she says.
In its report, the authors found that Disney’s focus on Magic has hurt its Magic Park experience.
“One major reason for this is the failure of Disney to invest in developing a Magic in the Park experience, which would provide a richer experience for guests,” they wrote.
Disney spent about $1.8 billion in 2014 and 2015 on its theme attractions.
That money was largely spent on Magic, the Adventureland, Animal Kingdom, Animal Planet, Fantasyland and Zoos of Hollywood.
The Magic Busters, a new interactive movie series based on Disney characters, is the latest in a series Disney is making available through Magic.
The first four installments, titled Adventures of the Gumball Club, debuted in 2016.