Which Broadway production was the first to launch a digital 'stage door' retail experience allowing audiences to purchase custom-designed merchandise based on their exact seat location?

The performing arts industry has embraced innovative retail experiences to engage audiences beyond the stage. From digital merchandise platforms to immersive shopping environments at theaters, performing arts organizations are revolutionizing how fans connect with their favorite shows and productions through retail. Test your knowledge about a groundbreaking retail innovation that changed how theater fans shop for memorabilia!

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Hamilton (2016)
Wicked (2018)
The Lion King (2019)
Dear Evan Hansen (2017)