Is Disney's Limited Time Magic nothing more than Limited Time Shopping?

When Disney made its big announcement that Disneyland and Disney World in 2013 would be filled with Limited Time Magic -- "52 weeks of magical experiences big and small that appear, then disappear as the next special surprise debuts" -- who would have thought that they were talking in many cases about merchandise?

Yes, there have been some special fireworks, parades and guest appearances by seldom-seen characters, but much of the Limited Time Magic has turned out to be nothing more than Limited Time Shopping.

While shopping is great entertainment for some, is the merchandise availability really the goal of Disney to "surprise and delight Guests in fanciful and unexpected ways" as stated on the Limited Time Magic website.

Is the Lone Ranger boot mug really something special -- particularly when the the movie wasn't? Did we really need a Limited Time Magic week to buy miniature MousekeEars or other special Ear Hats like graduation mortar boards? Or a week for a vintage t-shirt sale? Even to participate in the Easter Egg Hunt in Epcot you needed to buy a map -- which earned you a Vinalymation key chain when you returned the map.

The latest Limited Time Magic -- Christmas in July -- is a week to unveil the new ear hat ornaments (we believe Hallmark had its ornament debut last week). You also can purchase special Christmas-themed treats at various locations just for the week week.

Special foods also have been the center of some Limited Time Magic events, such as the Matterhorn Macaroon at Disneyland. And special menus have appeared at certain times of year. Now, maybe these special treats and menus are worth a week's celebration. Or are these items that would normally be available anyway?

We've also seen several occasions of normal attractions getting a small tweak so they can be added to the "Limited Time Magic" lineup. For example, regular performers such as the Dapper Dans, Voice of America and Citizens of Main Street have gotten a new playlist or a different location and -- voila! -- magic. Maybe. (This is in no way a slight against these performers, they should all be must-sees when heading to the parks, limited-time playlist or no.)

Again, this is not to say there have not been some Limited Time actual Magic. Disney brought out some rare characters for Long Lost Friends Week (twice); put on a special parade for Animal Kingdom's 15th anniversary; and brought back the Golden Horseshoe Revue to Frontierland at Disneyland. And later in the year, villains will take over Hollywood Studios for Friday the 13th of September.

But if you go back through the list for the first half of the year, much of what you will see are special times to purchase more than to experience something (other than the experience of paying).

We hope the last half of the year will be filled with "new entertainment and imaginative events" which "will only happen at certain times of the year," as Disney promised.

Your thoughts?