A gameplay system for providing interactivity based on a piece of merchandise or another object held or worn by a player. The system includes an object identification assembly, which may be a modified computer vision system, that operates to sense, for a gameplay participant, the presence and identity of a particular augmenting object such as themed merchandise worn or held by a rider of a theme park ride. The sensing may be performed by detecting an on-and-off pattern of light emitted from the object. In response, the gameplay system selects or modifies the interactive features of gameplay associated with the participant based on the identified augmenting object. For example, the interactive features are selected from memory by the gameplay system controller to match a character associated with the augmenting object during any interactive gameplay. This allows the gameplay participant to choose their abilities or powers for gameplay.