Which Broadway musical first introduced the concept of an immersive in-theater retail shop designed as an extension of the show's set, where audiences could shop before, during intermission, and after performances?

Theater merchandising has evolved dramatically in recent decades, transforming from simple playbills and t-shirts to sophisticated retail experiences that extend the performance beyond the stage. This poll tests your knowledge about a groundbreaking retail innovation that changed how Broadway productions approach audience engagement and revenue generation. Do you know which production pioneered this retail marketing strategy that has since become an industry standard?

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