Tuners trumpet their trinkets

Variety.com: "But swag has evolved ever since tuners such as 'The Phantom of the Opera' learned the marketing value of iconic logos. Now some newer kids on the block -- including 'The Color Purple' and 'Wicked,' which reports 2006 merchandise receipts of a whopping $6.25 million at the show's Broadway outpost alone -- have raised the stakes even higher, turning merchandise into a booming ancillary biz."