It's not just T-shirts, how Broadway merchandise is changing

Article excerpt

Broadway merchandise has evolved far beyond standard theater-gift fare like T-shirts and mugs. As CATS: The Jellicle Ball and other productions fill seats, the merch game has grown into a sophisticated enterprise with limited editions, collectibles, and experiential offerings that rival the shows themselves. Theater workers and vendors operate in a largely invisible economy that generates significant revenue for productions while remaining outside the spotlight of awards ceremonies. The article explores this thriving ecosystem and the people who make it work, the designers, packagers, and hustlers who turn Broadway into a multi-sensory brand experience.