Which Broadway musical set the record for highest merchandise sales per attendee, pioneering the 'immersive brand experience' approach that has since influenced performing arts retail strategy?

Theater merchandise has become a significant revenue stream for Broadway shows and performing arts venues. In recent years, the retail strategy for theater merchandise has evolved dramatically, with sophisticated marketing approaches, diverse product lines, and omnichannel sales strategies. Test your knowledge about the business side of performing arts retail and see if you know which show has revolutionized the merchandise game!

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Hamilton
The Lion King
Wicked
The Phantom of the Opera