Which Broadway musical pioneered the strategy of developing unique, story-integrated retail products that became a significant secondary revenue stream and marketing tool for performing arts productions?

The performing arts industry has evolved significantly in how it develops and markets products to enhance audience engagement beyond the performance itself. From playbills to elaborate merchandise strategies, theaters and production companies have created innovative approaches to extend the audience experience and generate additional revenue streams. Test your knowledge about a groundbreaking product development strategy that transformed performing arts merchandising!

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The Lion King - with its innovative puppet-inspired merchandise and African-themed products
Hamilton - with its historically-themed documents and revolutionary era collectibles
Wicked - with its 'Defy Gravity' makeup line and emerald-themed products
The Phantom of the Opera - with its iconic mask replicas and music box merchandise