Which Broadway musical was the first to partner with a major cosmetics brand to create a themed makeup line that became the highest-grossing theatrical merchandise collaboration of its time?

Behind every successful theater production lies a carefully crafted brand strategy. Throughout Broadway history, certain productions have revolutionized performing arts marketing through innovative brand partnerships that extended well beyond the stage. This poll tests your knowledge of landmark theater branding collaborations that changed how performing arts productions connect with audiences and create additional revenue streams.

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Wicked (with MAC Cosmetics, 2003)
The Phantom of the Opera (with Revlon, 1998)
Hairspray (with Sephora, 2002)
Chicago (with Elizabeth Arden, 1997)