Which film franchise pioneered the concept of the 'shop-within-a-shop' retail experience, creating dedicated branded areas inside major department stores worldwide?

The film and television industry has long understood the power of retail partnerships to extend brand reach and generate additional revenue streams. From themed merchandise to immersive store experiences, successful franchises have mastered the art of bringing their on-screen magic into the retail space. This trivia question explores one of the most innovative and successful retail partnerships in entertainment history that changed how studios approach merchandising.

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Harry Potter (with its partnership with Harrods and the creation of 'Platform 9¾' retail spaces)
Star Wars (with its partnership with Toys 'R' Us and the 'Star Wars Command Center' sections)
Marvel (with its partnership with Target and the 'Marvel Universe' shopping experience)
Disney Princesses (with its partnership with Macy's and the 'Royal Castle' boutiques)