Which Broadway musical broke merchandise sales records by launching a revolutionary digital-physical hybrid product that allowed audiences to continue the show experience at home?

Broadway shows and performing arts venues have transformed merchandise into a crucial revenue stream that extends the audience experience beyond the theater walls. From playbills to branded apparel, merchandise sales now account for a significant portion of performing arts revenue. Test your knowledge about the business side of theatrical product launches and how performing arts organizations have evolved their retail strategies in the digital age.

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Hamilton, with its augmented reality app that brought the playbill to life with character animations and exclusive content
Wicked, with its 'Defy Gravity' interactive home kit that included voice-activated light-up wands and digital spell tutorials
The Lion King, with its 'Pride Lands Experience' that featured NFC-enabled masks that unlocked exclusive music and animations
Dear Evan Hansen, with its social anxiety therapy app bundled with the signature arm cast replicas for fans to collect digital signatures