You've found Happy Up Inc.'s home on the web!

Welcome! Once upon a time we were Once Upon a Toy and LagoonaMagoo Toys. Instead of juggling three different names all the time, we are now Happy Up Inc. on the street and on the web. Stop in one of our St. Louis area stores and discover unique and innovative toys, games, gadgets, and more. We also specialize in stocking classic playthings that never go out of style.

  • Happy Up Clayton Named Best St. Louis Toy Store 2014
  • C'mon with the rain, there's a smile on my face...
  • Chicky
  • Hello, my name is Elton Sloth.
  • Edwardsville Storefront
  • Clayton Street Sign

Our Latest Email: Dads Rule!

  • Monthly Shopkins Trading Parties!

    Too many duplicate Shopkins in your collection?  Want to trade them away to other collectors?  Stop by your nearest Happy Up store the first Saturday of the month between 1pm and 2:30pm.  The next trading party is July 2nd.  Click through to our locations page if you need maps and directions!

  • Happy Independence Day!

    The Happy Up stores will be closed on July 4th while we celebrate with our families and friends. We hope everyone has a safe and happy holiday!

  • Kindermusic Playdate!

    The next Kindermusic Playdate at Happy Up in Edwardsville is Aug. 8th - two times available:  10am & 5:30pm.  The Playdates are led every month by licensed Kindermusic Instructor, Ellen Singh.  There's more info about Ellen, Kindermusic Playdates, and the registration form on our Events Page

See a smattering of the toys and games on our shelves~