Which Broadway musical pioneered the concept of 'merchandise as extended storytelling' by creating an entire retail line that included in-universe fictional products from the show's narrative world?

The performing arts industry has pioneered creative retail strategies to enhance audience experiences and generate additional revenue streams beyond ticket sales. From signature merchandise to immersive lobby experiences, theaters have transformed how audiences interact with productions through retail touchpoints. Test your knowledge of these innovative approaches that blend artistry with commerce in the world of performing arts!

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Wicked (with its Ozdust Boutique line featuring 'Elphaba's spell book replicas' and 'Glinda-approved' beauty products)
Hamilton (with its 'Revolutionary' product line including replicas of historical documents and 'Constitutional' fashion items)
Be More Chill (with its 'SQUIP' technology-themed products and 'Upgrade' energy drinks mirroring the show's plot device)
Waitress (with its 'Lulu's Pie Shop' featuring show-inspired pie mixes, cookbooks, and baking accessories sold in theater lobbies)