Embodiments include systems and methods of accessing multimedia content. One embodiment includes a system for accessing multimedia data. The system includes a tangible object comprising at least one proximity device embedded within the tangible object. The tangible object is configured to provide identification information of the tangible object. The system further includes a reader configured to wirelessly detect the tangible object based upon the proximity device and receive the identification information. The system further includes a device configured to receive a signal from the reader in response to detecting the tangible object and configured to access multimedia data based upon the provided identification information.