Freddy Funko greets visitors at sodoPOP | Source: Marshall Retail Group

Freddy Funko is ready to welcome travelers as they pass through the N Concourse at Seattle-Tacoma International Airport (SEA, aka Sea-Tac).

The iconic Funko mascot has the Space Needle in hand as he stands guard at the entrance to sodoPOP, a new destination for must-have merch that was created by the WHSmith Co.’s Marshall Retail Group in collaboration with Funko and Seattle’s Museum of Pop Culture (MoPOP).

In the new store, pop culture enthusiasts traveling to and from the Emerald City can check out an assortment of Pop! Vinyl figures, Paka Paka collectibles, Loungefly fashion accessories, and more in a retail space that’s adorned with Seattle-themed memorabilia, including a guitar wall that pays homage to MoPOP’s famous instrument tornado.

Seattle-styled music merch at sodoPOP | Source: Marshall Retail Group

If rock and roll is your thing, the store is stocked with a host of classic band apparel from local legends, including Jimi Hendrix, and more kitschy prints, like “Coffee & Grunge & Beer” alongside products from local brands.

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“We pride ourselves on our ability to truly create concepts inspired by their location and source local brands and products to offer our customers,” says Toby Keir, CEO of Marshall Retail Group and InMotion. “sodoPOP is an example of our ongoing commitment to elevating the traveler’s experience.”

sodoPOP in in the N Concourse at Sea-Tac | Source: Marshall Retail Group

While branded airport stores and activations are nothing new (see: Rolling Stone, Nintendo, EW, CNN, etc), there is a renewed interest in freshening up the travel shopping experience. FAO Schwarz has airport outposts of its toy store in select locations and Buzzfeed recently got into the game with its own branded convenience stores.