Which Broadway musical was the first to partner with a major cosmetics brand to create a themed makeup collection that was sold in retail stores nationwide?

Theater productions and performing arts companies increasingly rely on strategic brand collaborations to reach new audiences and create additional revenue streams. Major Broadway shows have become sophisticated brand entities with extensive merchandising, licensing deals, and corporate partnerships. Test your knowledge about a groundbreaking brand collaboration that changed how performing arts productions approach partnerships with major consumer brands.

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Wicked
The Lion King
Hamilton
Phantom of the Opera