Which Broadway musical pioneered the 'Wicked Zone' retail concept, creating immersive shopping areas in theaters where audiences could experience themed environments while browsing merchandise?

The theater world isn't just about performances! Major Broadway productions have revolutionized retail marketing with innovative experiential strategies that turn merchandise into memorable extensions of the show. From pop-up installations to interactive shopping experiences, Broadway productions have created retail environments that continue the storytelling beyond the stage. Test your knowledge of how a particular groundbreaking musical transformed theatrical merchandise marketing forever.

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Wicked
Hamilton
The Lion King
The Phantom of the Opera