Which innovative merchandise packaging approach was widely adopted by Broadway shows after 2018 that significantly increased post-show sales?

The performing arts industry has evolved significantly in how it designs, markets, and sells merchandise to patrons. From traditional playbills to immersive product experiences, theaters and performance venues have innovated their retail strategy to create additional revenue streams while enhancing audience engagement. This trivia question explores a recent packaging innovation that has changed how theatrical merchandise connects with audiences.

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QR-coded playbills linking to limited-time digital merchandise stores with show-specific packaging
Eco-friendly merchandise boxes that transform into miniature stage dioramas of key scenes
Augmented reality-enabled merchandise tags that animate when scanned with a smartphone
Sound-chip embedded packaging that plays show music when merchandise boxes are opened