Foxxy does some of the best theme park writing out there and this one neatly wraps up hundreds on thoughts I've had about the Disney parks in 2010s into one post. It covers the spread of IP, the death of nostalgia, interactivity in parks, Disney's Potter Swatter hype, and the utter failure of MyMagic+. This is a must read.
This is something Disney had really lost sight of in the 90s and 00s: delivering the kind of experience people want in a way they are prepared to pay for. Animal Kingdom, especially in its original form, was too lecture-y to emotionally connect, Epcot had been stripped of much of its warmth, and DCA included smarmy sex jokes and gorillas in Cadillacs. Universal let you drink a Butterbeer, buy a wand, and enter Hogwarts. Adult fans of Harry Potter who grew up on the book series bought themselves a wizard robe, stood in front of Hogwarts, and cried. It was powerful wish fulfillment, and it was coming to them from Universal. And all of this was happening at exactly the wrong time for Disney, who had spent much of the last decade pursuing their most coveted demographic of... six year old girls.
In June 2010, Walt Disney World was a confused mess of projects. The largest project was New Fantasyland, tearing out what remained of the 20,000 Leagues lagoon site in favor of a paltry single ride and six heavily themed meet and greets skewing towards children. Your child can color princess pages in Aurora's house from Sleeping Beauty! It had been five years since the last major addition - Expedition Everest - and Toy Story Mania, though enduringly popular, was not the sort of headliner that sells vacations. It would be another two years before the Little Mermaid omnimover at Magic Kingdom would open for business, and there was little else on the horizon. Pleasure Island had been abruptly shuttered in 2007, and while various replacements had been announced, very little actual work was taking place. Across the country, California Adventure's overhaul had been announced and was still ongoing, and although the World of Color fountain show had been enthusiastically received, much of the best parts of that park were still in the future.