Which Broadway musical pioneered the strategy of creating an exclusive retail shop inside the theater itself, setting records with over $1 billion in merchandise sales since opening?

Broadway shows aren't just about standing ovations and show-stopping numbers—they're also retail powerhouses. From playbills to plush toys, the merchandise strategies of theatrical productions have evolved dramatically over the decades. This trivia question explores how one iconic show transformed theatrical retail promotions and created a merchandising phenomenon that others have attempted to replicate ever since.

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The Phantom of the Opera
The Lion King
Wicked
Hamilton