Which consumer brand partnered with the Broadway musical 'Wicked' in 2004 to create the 'Popular' makeup collection, helping the show reach mainstream audiences beyond traditional theater?

The performing arts world, particularly Broadway theater, has seen some innovative marketing partnerships that have helped productions reach new audiences. One particularly successful collaboration between a major consumer brand and a Broadway show created merchandise, special promotions, and even themed products that helped propel the musical to new heights of popularity. Test your knowledge about this groundbreaking partnership in theater marketing!

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MAC Cosmetics
Stila
Sephora
Urban Decay