There is no parking fee, it is very close to the heart of the WDW complex, and little children have a blast running around, seeing the cool sites and fun stores. Take their picture with the statues of WDW characters like Buzz and Donald. Little kids go crazy for the Lego Store and the giant toy store. There's even a carousel for them to ride for an extra small fee (it's been a while, but I think it's $2). There are many tastey places to stop and eat. It's a very nice area that offers a fairly authentic and fun Disney experience.
My only word of caution would be that this area can get very crowded due to it's ever increasing popularity. Don't get frustrated if it takes you a few minutes to find parking.
There is a free movie and sing along over at Wilderness Lodge if you go to buildabettermousetrip.com and click on Ft. Wildnerness Campfire Sing-Along you can find out more info as well as the schedule of movies playing.