Disney took to Times Square in New York this morning to give us a surprise announcement! ‘Limited Time Magic‘, the new 2013 promotion for both Disneyland and Walt Disney World, is promising 52 weeks of unique magical experiences. Each week a new experience will appear and then disappear as the next special surprise debuts.
During the Times Square announcement Disney surprised Manhattan with a three-story, 45,000 pound ice castle sculpture. The ice castle was built over night and disappeared – or melted – shortly after, demonstrating the concept behind Limited Time Magic.

Limited Time Magic Announcment

The ‘Limited Time Magic’ promotion is promising something new at Disneyland and Walt Disney World every week, 52 different experiences. The nature of this promotion appears to be targeted specifically at annual passholders who can visit the parks many times each year. It seems unlikely that the majority of the experiences will sway vacationers in planing their trips around them. However, some do seem significant enough to draw in the local, non-annual passholder crowd, especially here at Disneyland. The concept of using limited engagement shows and events to draw in annual passholders is nothing new at Disneyland. Disneyland has been using events such as the Big Thunder Ranch Jamboree and the New Orleans Bayou Bash to draw in annual passholders during the less crowded winter and early spring months.

What’s different about Limited Time Magic is Disney will host a new event every week, and although Disney did not reveil all 52 plans, they did detail a few of them.

  • True Love: Celebrate romance and enchantment throughout Valentine’s Week with special moments and entertainment geared to lovebirds. Guests can celebrate their Valentine as Magic Kingdom and Disneyland turn up the romance, complete with their iconic castles bathed in hues of red and pink. Disney Princes join their Princesses to meet park guests in special settings, prix fixe menus turn up at select restaurants and Valentine collectibles will be offered for the week.
  • Independence Week: It’s red, white and blue as Disney Parks salutes America with a 4th of July Fireworks Party — for an entire week, with patriotic lighting bathing the Disney castles on both coasts. Mickey Mouse appears in his patriotic finest and guests will find special USA shirts, Ear Hats and other limited-edition souvenirs.
  • During “Long Lost Friends Week,” lesser-known Disney characters will move from the shadows to the spotlight with meet-and-greets on both coasts. Photo opps with characters that could include Flik, Clarabelle Cow, Remy, Tweedle Dee and Tweedle Dum will surprise and delight guests. And Disney guests will even have the chance to vote online for which characters they want to see.
  • Pirate Week: Why talk like a pirate one day when you could celebrate these scalawags all week long? The adventures of Jack Sparrow come to life like never before during a bicoastal buccaneer bash in which Disneyland and Walt Disney World become pirate-palooza: pirate bands, pirate meet-and-greets and more.
  • Dapper Dans Sing Boy Bands: Dapper Dans, the iconic quartet from Main Street, U.S.A., will add a special finale to their show, claiming the title of the “Original Boy Band” and delivering a medley of hits from One Direction, *NSYNC and the Backstreet Boys.
  • Unleash the Villains: A Friday the 13th in 2013 is a special day, so Disneyland and Disney Hollywood Studios are staying open until the 13th Hour (1 a.m.). Maleficent, Capt. Hook, Jafar and other Disney villains host a dance party, complete with limited-edition collectibles and nighttime mischief on Sept. 13.
  • Golden Horseshoe Revue: The fabled Frontierland show returns to Disneyland for one month only, bringing back the corny jokes and enduring songs that were often enjoyed by Walt Disney himself.

Disney will announce the next week’s experience in a variety of ways which include in-park announcements, on DisneyWorld.com, Disneyland.com, social networks and the Disney Parks Blog.

Follow us on Twitter, Facebook and here on the blog for each announcement as Disney makes them public.