Universal Destinations & Experiences returns to Midsummer Scream from August 7 to 9, 2026, at the Long Beach Convention Center in Long Beach, California. The brand brings an expanded footprint to the front of the show floor this year. Halloween fans get a packed lineup before spooky season even starts.
The bigger booth means more to see and do. Universal sets up exclusive photo opportunities inspired by this year’s Halloween Horror Nights at Universal Studios Hollywood. These backdrops give guests an early taste of the season’s haunting style. They also make for some of the best photo moments on the whole show floor.
New merch lands first at the booth
Merch is a major draw. Universal offers a first look at all-new merchandise inspired by Universal Monsters and Halloween II. Brand-new drops span multiple categories. Some early-release items arrive first at Midsummer Scream from Universal theme parks. That makes the booth a real reason to show up early, especially for collectors who like getting pieces before they hit the parks.
Artists round out the experience. Universal hosts complimentary signings of Midsummer Scream exclusive prints. Character meet-and-greets give fans face time with familiar frights. It’s the kind of hands-on access that conventions do best.
Panels go behind the scenes
The panels go deeper for serious Halloween Horror Nights fans. One behind-the-scenes session covers Universal Products & Experiences and its collaborations. A separate Universal Studios Hollywood panel features Executive Producer John Murdy. His sessions always pull back the curtain on how the event comes together.
There’s even a taste of the newest haunt. Universal brings an experience featuring the icons of Universal Horror Unleashed to the Hall of Shadows. That gives West Coast fans a look at the brand’s growing year-round horror push. Fans who track Halloween Horror Nights dates and tickets get an early-August warmup here.
Universal’s expanded presence shows how seriously the brand takes its Halloween audience. The booth blends merch, photo ops, signings, and insider panels into one weekend stop. It’s a strong early look at the season ahead for West Coast fans.
Plan to hit the Universal booth early if you’re going. Saturday convention crowds build fast, and some merch is early-release, so the best items can sell out before day two. Catch the John Murdy panel for the deepest look at this year’s event, and say hello to the Halloween Horror Nights characters while you wait.
Source: Universal Destinations & Experiences via Midsummer Scream
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