The sideshow has come back to town, and this year it’s bringing 35 years of nightmares with it.
The Halloween Horror Nights Tribute Store is one of the most immersive shopping experiences in all of Universal Orlando, and this year’s theming might be one of the most fitting yet. Here’s everything we know about the Sideshow Obscura-themed store heading into HHN 35.
The Tribute Store has returned to its original location at Universal Studios Florida, housed inside the “I. Stein & Co.” building facade in the New York section of the park, just to the left of Revenge of the Mummy. It officially opens on Wednesday, August 26, 2026, two days ahead of Halloween Horror Nights 35’s official start on August 28. HHN 35 runs select nights through November 1, 2026.
Unlike the event’s nighttime-only attractions, the Tribute Store is open during the day as well, meaning regular daytime Universal Studios guests can walk through and shop the immersive experience even without an HHN ticket.
This Year’s Theme: Sideshow Obscura
For HHN 35, the Tribute Store is transformed into Sideshow Obscura, described by Universal as a haunting traveling sideshow that has mysteriously returned to town. The immersive layout takes guests on a themed walkthrough starting at a ticket entrance and continuing through eerie oddities, unsettling creatures, backstage spaces, and a chilling midway. Along the way, the store’s theming reveals that this once-forgotten show still has dark secrets left to uncover.
The Facade
Construction updates have shown the store’s exterior coming together with a weathered blue-and-brown color palette, complete with columns forming an archway entrance. A wooden ticket booth sits just beneath that archway, setting the sideshow tone before guests even step inside.
What’s Inside
True to its name, this year’s Tribute Store is packed with exclusive, all-new merchandise celebrating the full breadth of HHN 35’s 35th anniversary lineup. Guests can expect collections themed to nearly every major house and character from this year’s event, including Sinners, Stranger Things, Ozzy Osbourne, Hellraiser, Evil Dead Burn, Fortnite/Fortnitemares, Art the Clown, Killer Klowns From Outer Space, Terrifier, and HHN’s own returning icons Jack the Clown and Dr. Oddfellow.
Among the collectibles confirmed so far are a circus-tent-themed pinboard backpack, a set of icon pins, and a Jack the Clown medallion, alongside apparel from brands including RSVLT.
Hollywood’s Version
Universal Studios Hollywood guests will have access to many of the same exclusive collections, though on a staggered rollout: items become available starting August 13 at Production Central, August 18 at the Universal Studios Store at Universal CityWalk Hollywood, and August 19 at the Universal Studios Store and Production Central inside the theme park itself.
Bookmark this page, check back soon, and let us know in the comments which collection you’re most excited to shop this year!
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