Which Broadway musical first introduced the now-ubiquitous 'lobby transformation' visual merchandising concept, where the theater lobby is themed to immerse audiences in the show's world before and after the performance?

Visual merchandising plays a crucial role in the performing arts industry, from theater gift shops to exhibition spaces in performing arts centers. Test your knowledge about a groundbreaking visual merchandising innovation that revolutionized how Broadway shows market their brand and products to theater-goers.

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The Phantom of the Opera (1988)
The Lion King (1997)
Wicked (2003)
Hamilton (2015)