Universal's Halloween Horror Nights 35 Tribute Store is called Sideshow Obscura, and it opens August 26 back beside Revenge of the Mummy

The Halloween Horror Nights Tribute Store is going home. After a year on the other side of the ride, the event's annual pop-up shop is returning to the spot where it started, and this year it has a name: Sideshow Obscura.

Inside Universal published a first look at this year's Halloween Horror Nights merchandise on Wednesday, August 5, and credits the reveal itself to Universal Parks. The descriptions below are Universal's own copy. Universal has not posted any of it to its blog or newsroom, so Inside Universal is where it reaches the public.

Concept art for the Sideshow Obscura Tribute Store, marked Artist Concept Only. Image: Universal Destinations & Experiences, via Inside Universal.

Back to the original corner

Per Inside Universal: "Beginning August 26 at Universal Orlando, this year's Tribute Store will return to its original location to the left of the Revenge of the Mummy attraction at Universal Studios Florida."

It is a one-year move back rather than a long exile. Laughing Place noted last year that the store is "Typically located in the New York section of the park to the left of Revenge of the Mummy: The Ride," and that the 2025 store had moved to the right of the ride instead, taking over the Sahara Traders exit shop. So August 26 is a return to the usual corner. It also drops the store into the middle of the Downtown Clowntown scare zone taking shape around Revenge of the Mummy, where WDW News Today reported on August 3 that a giant clown face had gone up to the right of the Tribute Store facade, an element that also appears in Universal's concept art for the store, its open mouth carrying the line "Here's a secret..."

What Sideshow Obscura is meant to be

The theme is a traveling sideshow that vanished and has come back. Universal's copy calls it "Sideshow Obscura, a haunting traveling sideshow that has mysteriously returned to town."

The walkthrough runs "from the ticket entrance through eerie oddities, creatures, backstage spaces, and a chilling midway," and Universal promises there are more secrets waiting inside. The concept art backs that up, with a barker working a megaphone outside a ticket booth and a sign pointing "This Way To BEHOLD MYSTERIES From Worlds BEYOND Ours."

Halloween Horror Nights 35 is fronted by two ringmasters, Jack the Clown and Dr. Oddfellow, and Universal says the Orlando lineup is built around them and around the event's 35th anniversary.

The merchandise

Some of it is already out. Writing on August 5, Inside Universal reports that "Some of the collection was released today at Universal Orlando, including this year's event house t-shirt," and that "Select pieces are already creeping online at shopUniversal.com with more to land in the coming weeks."

The back print stacks the full HHN 35 house lineup above the event logo. Image: Universal Destinations & Experiences, via Inside Universal.

The Universal Orlando rundown Inside Universal published names three more pieces, and says there is more beyond them: an RSVLTS all-over print button-up covered in icons from past events, a Whatever Makes You Happy bag with a pinboard built in for collectible pins, and a blind box of icon bag charms.

The RSVLTS all-over print button-up from Universal Orlando's lineup, printed with icons from past Halloween Horror Nights events. Image: Universal Destinations & Experiences, via Inside Universal.

Both coasts share a few staples too: blood-splattered polos, acid-wash Spirit Jerseys, and bags from Lug with haunted house charms you can swap around.

Individual houses get their own collections. Sinners "brings the energy of Club Juke to life" with Mojo and Delta Grocery & Market bags. Stranger Things 5 gets recreations of "Will's jacket and Holly's necklace" plus a Demogorgon-inspired combo scrunchie and keychain. Hellraiser gets a Lament Configuration "detailed replica box that serves as a purse." Evil Dead Burn gets a chainsaw-shaped crossbody bag and a Book of the Dead pendant. Ozzy Osbourne: Prince of Darkness gets a collection too. Beyond the houses, the Inside Universal rundown lists a line inspired by the FORTNITEMARES scare zone, and there are separate collections for Art the Clown and for the Killer Klowns from Outer Space. Both turn up in Orlando's Downtown Clowntown scare zone, which Universal says is also overrun by "other murderous clownsfolk."

Inside Universal did not list prices for any of these collections.

When you can actually shop

Annual Passholders get first crack. Universal's Passholder perks for the event, as reported by WDW News Today in July, give them early access to the Tribute Store "from 11 a.m. to park close on August 25," a day ahead of the August 26 opening.

The preview and the opening both land before Halloween Horror Nights 35 itself, which runs on select nights from August 28 through November 1 at Universal Studios Florida. Neither Universal nor Inside Universal has said what hours the store will keep once it opens to everyone on August 26.

Sources

• Inside Universal, First Look at Halloween Horror Nights 2026 Merchandise
• WDW News Today, Universal Orlando Passholder Perks Revealed for Halloween Horror Nights 2026
• Universal Orlando, Everything Coming to HHN at Universal Orlando Resort
• WDW News Today, Curtains and Clown Face Arrive at Universal Studios Florida for Halloween Horror Nights
• Laughing Place, HHN 34 Tribute Store First Look

Image credits: All images Universal Destinations & Experiences, via Inside Universal.