Which Broadway musical pioneered the concept of 'experiential retail' in theater merchandise by creating an in-lobby retail environment designed as an extension of the show's world?

The performing arts industry has transformed how audiences experience shows beyond the performance itself. Theater merchandise and retail experiences have become significant revenue streams and extensions of the artistic brand. This trivia question explores an innovative retail approach that changed how performing arts venues connect with their audiences through merchandise and branded products.

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The Lion King (with its Nature's Kingdom store featuring African-inspired crafts and puppets)
Wicked (with its Ozdust Boutique offering interactive spell-casting merchandise displays)
Hamilton (with its Revolutionary Retail experience featuring historical document replicas)
Phantom of the Opera (with its Masquerade Shop offering custom mask-fitting stations)