If you think this sounds like a Mickey Mouse term, you're right. In the Internet commerce world, it's the meshing of entertainment content with product information. Ralph Lauren's Polo.com has employed it extensively, but the term was created at Disney World. In fact, Disney staff are trained to be "Merchantainment Hosts" or "merchantainers." The goal is to create a positive experience for park visitors so they will be inclined to buy more goodies.