Which Broadway musical pioneered the concept of 'Merchandise Zones' in theaters, creating dedicated retail spaces that generated over $105 million in merchandise sales in its first year on Broadway?

The performing arts industry has evolved dramatically in how it merchandises productions and engages with audiences beyond the stage. Broadway shows, in particular, have transformed their approach to branded products—moving from simple playbills and t-shirts to sophisticated omnichannel retail experiences. Test your knowledge about how major theatrical productions have innovated in the product and merchandising space!

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Hamilton
The Lion King
Wicked
The Phantom of the Opera