Which Broadway musical first introduced the now-ubiquitous "show-in-a-box" retail concept, packaging a miniature stage set, character figurines, and audio highlights in a collector's display case?

The performing arts industry has evolved its merchandise strategies significantly over the years. From traditional playbills to elaborate branded experiences, theaters and production companies have developed sophisticated retail approaches to enhance audience engagement and create additional revenue streams. This poll tests your knowledge about a groundbreaking product packaging innovation in Broadway merchandising that changed how souvenirs were marketed to theatergoers.

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The Phantom of the Opera (1988)
The Lion King (1997)
Cats (1982)
Wicked (2003)