For me, "pixie dust" is a term picked out from Peter Pan: "faith, trust, and pixie dust". It's a term picked up by the diehard fanbois that describes that little something extra that makes something/anything Disney "magical" vs the same thing that is not Disney. It's more a state of mind than anything. If you pay more for something its human nature to automatically perceive it as better. Not always the case but it happens. Marketing gurus love to contribute to that notion. That's how they separate you from your hard-earned money. In Disney's case they dialed-in to the nostalgia of adults years ago. They get us to open our wallets wide and draw ourselves near at all costs like moths to a bug light. Seriously think about that. They do! Disney's marketing is brilliant. They love using those trigger words, too! Words like "magic", "dreams", "pixie dust", etc. The list goes on. They even get the fans repeating them to each other. It's not hard to figure out what words they like best. Look at the marketing campaigns from the last 5 years! Think of the slogans!
Where Dreams Come True
Happiest Place on Earth
Year of a Million Dreams
Celebrate the Magic (<--they love to get the whole family to come along and celebrate things! $$$$$)
Let the Memories Begin
Show your Disney Side (complete with a hashtag so fans could advertise FOR Disney)
The list goes on. It's not hard to see, really.
Sometimes I'm reminded of a time years ago we were at a stage show or something in the MK (at WDW), my hubby leaned over to me interrupting my completely mesmerized state to whisper, "Do you ever notice..like if you weren't a big Disney fan..like if you were just some random person who happened to be here..how much like some crazy cult this all appears?" I was so annoyed. I snapped at him to shut up. He quietly chuckled, "No, seriously. Look around you. Look at the people. Most everyone is like in a trance. Look!" I glanced around just to satisfy him, shrugged, and dove head first back into my own trance. On our next trip to WDW we had some less-than stellar moments so when we were drawing towards the end I was pretty well ready to leave. I had just spent 30+ minutes stuck in a monorail between the Polynesian and the MK. I had my youngest son (maybe 11yrs old) by the hand, we were trying desperately to get thru Main Street to Adventureland so he wouldn't be late for his Pirate makeover appointment while that abomination of a parade was going off, "Move It, Shake It". The music was blaring at a deafening, brain-rattling volume...so loud it distorted the voices into shrieks almost. I was so stressed and catching every other word. I was maneuvering us thru this massive crowd of people listening to the celebrate whatever...blah blah blah...and I started looking at the people around me. Really looking. And I saw exactly what my husband had mentioned during that show. These people were SOLD buddy. Lock, stock, and barrel. I think if Mickey had popped out of every float and said, "I want your first-born!" people would've pitched their youngsters right up there. It was a crazy moment. But since then I've had more clarity....or maybe a healthier perspective. I like to think I stopped snorting the "pixie dust" that day. LOL!
All things Disney are not perfect. Nothing in life is. You can choose to see it or not look. Either way is fine. But the phrase "pixie dust" gets tossed around in those discussions frequently. When I see someone repeating Disney's trigger words constantly I'm reminded of their genius because they really do sell that nostalgia to the point people go nuts and will happily pay any price asked to get the next fix.
