Which innovative product design approach was first widely adopted by Broadway theaters in the 2010s that significantly increased merchandise revenue?

The performing arts industry has continuously evolved its approach to product design for theatrical merchandise and memorabilia. From playbills to branded merchandise, theaters have transformed how they create tangible products that extend the performance experience beyond the stage. This trivia question explores a significant innovation in theatrical merchandise design that revolutionized how performing arts venues approach product development and audience engagement.

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Show-specific sensory products (scented candles/perfumes based on production themes)
Digital collectible programs with augmented reality features
Personalized character portraits incorporating audience member photos
Wearable technology merchandise that syncs with performance lighting