Disneyland's 60th anniversary celebration this summer will give the park a chance to unveil a new fireworks show, a new parade and a water and light show hosted by Mickey Mouse and Neil Patrick Harris.
But it will also give the park an opportunity to generate hefty revenues from the sale of more than 500 new souvenirs, clothing items, drinks and foods.
FOR THE RECORD: An earlier version of this story misspelled the name Steve Davison.
During a media event Tuesday, Disneyland unveiled a menu of drinks for the event, including beverages such as the Pomegranate Silver Sparkler, a Lucky Fortune Tea and a Longboard Lemonade. Among the food items for sale will be Walt's Chili and Beans and the lemon-and-orange-flavored Special Diamond Celebration Cupcakes.
The merchandise and souvenirs will play off of the diamond anniversary with sparkling, rhinestone-embedded hats, shirts and headbands, plus 60th anniversary plates, beach towels, pillows, popcorn buckets, 32-ounce commuter mugs and even a cellphone case that lights up when the phone rings.
Sales of food, beverages and merchandise generate nearly 30% of theme park revenue, with admissions generating about 53% of the take, according to a study by the International Assn. of Amusement Parks and Attractions, an industry trade group.
Merchandise sales typically spike when parks offers new souvenirs, clothes and hats that are tied to the opening of a new attraction or holiday celebration, according to theme park industry experts. Disney fans have a reputation for amassing huge collections of souvenirs.
Disneyland's 60th anniversary celebration begins May 22 and will continue into 2016, with a new nightly street parade, featuring thousands of LED lights synchronized to music, and a fireworks show that will be embellished with images projected onto park buildings. At Disney California Adventure, the World of Color light show will also be overhauled to tell the story of Walt Disney.
"You have not seen anything like this before, trust me," said Steve Davison, executive of parades and spectaculars at Disneyland.