Which famous Broadway production pioneered the concept of a dedicated year-round retail store featuring interactive elements where customers could try on costumes and experience show effects?

The performing arts industry has evolved beyond the stage, with major theaters and production companies creating innovative retail experiences to engage fans. From merchandise stores to interactive shopping experiences, theatrical retail has become a significant revenue stream and brand extension strategy. Test your knowledge about how performing arts organizations have transformed the retail landscape with this challenging trivia question!

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The Lion King (Disney)
Wicked (Universal)
Hamilton (The Hamilton Uptown)
Phantom of the Opera (Really Useful Group)