Which Broadway musical pioneered the 'immersive retail experience' concept by creating a themed store where customers could interact with set pieces and try on costume replicas while shopping?

Theater merchandise has evolved dramatically in recent years, transforming from simple souvenir stands to sophisticated retail experiences that extend the performance beyond the stage. Major productions now invest heavily in unique product design and experiential marketing to create memorable touchpoints for audiences. Test your knowledge about one of the most significant retail innovations that changed how performing arts venues approach merchandise sales and audience engagement.

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Hamilton (2015) with its 'Revolution Room' retail concept
Wicked (2003) with its 'Ozdust Boutique' that included interactive spell-casting stations
The Lion King (1997) with its 'Pride Rock Marketplace' featuring animatronic displays
Phantom of the Opera (1988) with its 'Masquerade Shop' where shoppers could create custom masks