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.

  • Clayton Storefront
  • Edwardsville Grand Opening
  • Chicky
  • Green Couch
  • Funky Monkeys Love Happy Up Inc.

Why You Love Happy Up!

Our shelves are filled with imaginative, innovative, and unique items to delight playful people of any age
Child-friendly environment with a strictly enforced Do-Play Policy
We stock high-quality toys and games manufactured to the highest safety standards
We're staffed by friendly Toy Experts
Personalized service and attention
Free gift wrapping!
Call ahead - we'll have your item wrapped & ready
Far flung family and friends? We'll pack and ship for you
Loyalty program, gift registries, & fund raisers
We'll bring the Game Night to Your Group


Check our Events page for info on our Kindermusik playdates, Game Nights, Birthday Parties, and more!

Visit us in Clayton, MO or Edwardsville, IL

  • Happy Up Inc, Clayton

    8107 Maryland Ave.
    St. Louis, MO 63105
    (314) 725-2455

    Mon: Closed; Tues - Sat: 10-6; Sun: 12-4

    Can't make it during regular hours? We are also open by appointment!

    Click for map!

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    Happy Up Inc, Edwardsville

    6654-A Edwardsville Crossing Dr.
    Edwardsville, IL 62025
    (618) 656-9596

    Mon - Fri: 9-7:30; Sat: 9-6; Sun: Closed

    Click for map!

Our Latest Email: Beat the Bunny to find the Goods!

  • No Basket-Case Bunnies!

    We're taking some of the stress away from "The Bunny" with our new Easter Basket Service.  Click through to our products page for more info.

  • Family Game Night in Edwardsville

    Starting in April, we'll host a monthly Family Game Night at Happy Up in Edwardsville.  From 6-7pm on April 23rd, come play some of our favorite games for all ages.  And we pinky swear you'll never have to play Candy Land again.

  • Party at the Toy Store!

    Remember when you were a kid and wanted your own toy store to play in?  We do and we're making it happen.  Happy Up in Edwardsville can be the site of your next Birthday Party.  Click for complete info!

Shop on our partner site with Ebeanstalk

Happy Up at

We are no longer offering sales through our website. Shopping on our partner site is just another way to support your local Happy Up stores. As long as you see our logo in the corner, we'll receive credit for your purchase. While Ebeanstalk's selection is pretty huge, there are some things we stock that they don't. So you're always welcome to call one of our locations and arrange to pick something up or have it shipped. Likewise, they carry some things that we don't stock. If you need help in any way or have questions, we're just an email away. If you'd like to know more about why we now have a partnership, read on!