Hey Disneyland, you've just celebrated your 50th anniversary. What are you going to do next?

As its prototype theme park hits the half-century mark Sunday, The Walt Disney Co. is facing some critical challenges.

Disney's biggest challenge, however, could be keeping the attention and dollars of a generation raised on video games that demands more control over their entertainment than most Disney attractions provide.

"Almost everything Disney does today is passive while kids today expect everything to be interactive," said Martin Lindstrom, a brand expert and author who has consulted for Disney and other companies such as Mattel Inc.