It’s rare that the company delves too far into how the “magic” - as they call it - works. Their logic is a magic trick doesn’t get better if you know how it’s done.
On Saturday, Disney - quite uncharacteristically - gave us a bit of an insight into how they plan to use technology to bring their much-loved brand of storytelling to new forms, by using robotics and artificial intelligence.
Jon Snoddy, the company's senior Vice President for research and development, explained how soon you’ll be able to interact with story-telling robots at Disney parks.
“I think AI [artificial intelligence] and machine learning is going to be very important for what we do,” he told the BBC.
"Things like characters that can move around among our guests. They’re going to need to understand where they’re going, have goals, and they’re going to have to know how to navigate in a world with humans.
"All these emerging technologies are going to be key to the next generation of entertainment.”
Robotic Pascal
During a panel discussion, the company shared footage - which unfortunately we’re not able republish here - of a robotic Pascal, the cute lizard from 2010 movie Tangled.
It’s a terrific recreation of the digital character, but the real challenge for Disney will be to avoid the so-called “uncanny valley” - the theory that if something is very lifelike, but not exactly right, it can be slightly creepy or disturbing.
"Obviously we’re not the business of scaring kids!” Mr Snoddy said.
"That won’t be part of what we deploy. We go and do tests in our parks to gauge the reaction and try and understand what kids find entertaining about these things. Our ability to build these characters at a fidelity that looks like the films is really growing.”
When these technologies are fully deployed in Disney parks, and perhaps as toys, Mr Snoddy said Disney will do everything it can to hide the inner technological workings.
"Every new technology that’s come along for the last 60, 70 years we have adopted and co-opted and made it into a story telling medium,” he said.
"This won’t be different. We’re not going to put up a sign that says 'Look! Artificial intelligence', because no-one would come to see that. They really come to be moved emotionally, that will not change.”

Officers were called to Salford Royal Hospital at about 23:45 GMT on Friday by staff who reported a 28-year-old had been admitted with stab wounds to his neck, shoulder and chest.
He had been helped to the hospital by friends after being attacked on Edward Street.
Det Sgt Julie Connor said it was a "brutal attack" with an unknown motive.
"What we do know from the doctors is that the victim is lucky to by alive and if his friends had not intervened, he would probably have died from blood loss," she said.
The man's attacker was described as being white, in his early 20s, and of average height and slim build, with brown hair cut in a 1960s style and a scruffy beard or moustache.
He was said to be wearing a blue top with a circle emblem on the front and blue jeans, and was carrying a large carving knife.
Det Sgt Connor said anyone with information about the attack should contact police.

Two other former executives, as well as the camera firm itself, filed a guilty plea in Tokyo District Court.
They face up to 10 years in prison.
The three admitted to hiding losses dating back to the 1990s, which were brought to light by a former chief executive, Michael Woodford.
'Entire responsibility'
Mr Kikukawa said he regretted not revealing the accounting irregularities earlier.
"There is no mistake. The entire responsibility lies with me," Mr Kikukawa said in court on Tuesday.
He also apologised for the trouble caused to investors, customers, employees and the general public.
The scandal was revealed when Mr Woodford, the British chief executive, was dismissed from his post after he challenged Mr Kikukawa and the board over suspiciously large payments related to acquisitions.
An investigation was launched that revealed a cover-up of losses.
Mr Kikukawa, former executive vice-president Hisashi Mori and former auditing officer Hideo Yamada were arrested in February and later indicted on suspected violation of the Financial Instruments and Exchange Act.
Ever since Steamboat Willie, the iconic animated clip from 1928 featuring a mouse that would later become Mickey, Disney has had a proud record of innovating with new technology.
[NEXT_CONCEPT]
A man who suffered "numerous stab wounds" in an attack in Salford is "lucky to be alive", police have said.
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Former Olympus chairman Tsuyoshi Kikukawa has pleaded guilty to charges of falsifying accounts, covering up losses of $1.7bn (Â£1.1bn), at the opening of his trial.