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.

  • Extended Holiday Shopping Hours have begun!
  • Clayton Street Sign
  • Chicky
  • C'mon with the rain, there's a smile on my face...
  • Edwardsville Storefront
  • Hello, my name is Elton Sloth.

Our Latest Email: News Flash! Modern Children Play With Toys!

  • Reindeer in Edwardsville!

    Come by our Edwardsville store and meet a real live reindeer on Sunday, Dec. 10th starting around 11am. You can get your picture taken and everything. This is the reindeer's only visit to Edwardsville, so don't miss it!

  • Collection Boxes are Waiting For You!

    Stop by either Happy Up location and drop off new, unwrapped toys and games.  They'll be delivered to children in area hospitals over the Holiday Season.  Learn more about the Fire Truck O'Toys on their website:

  • Kindermusic Playdate!

    The next Kindermusic Playdate at Happy Up in Edwardsville is Dec. 11th - two times available:  10am & 5pm.  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

Our Winter 2017 Catalog is here!