Which Broadway musical was the first to generate over $1 billion in merchandise sales worldwide, pioneering a new model of theatrical product marketing?

Theater merchandising has become a massive revenue stream for Broadway productions, with some shows generating millions in merchandise sales alone. The performing arts industry has seen significant shifts in how productions approach product marketing and brand partnerships. This trivia question explores a groundbreaking merchandising strategy that forever changed how Broadway shows approach product development and marketing.

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The Lion King
Wicked
Hamilton
The Phantom of the Opera