Which Broadway musical broke merchandise sales records by generating over $1 million in merchandise sales per week during its peak popularity?

Theater merchandise is a crucial revenue stream for performing arts venues and productions. From playbills to branded apparel, the retail strategy behind Broadway shows and other theatrical productions has evolved into a sophisticated business. Test your knowledge about the retail operations behind the curtain of the performing arts industry!

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Hamilton
The Lion King
Wicked
The Phantom of the Opera