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: Fairies Don't Mess Around

  • Silhouette Artist Returns!

    We're delighted that silhouette artist Erik Johnson will be making his annual visit to the Happy Up stores on Aug. 10th & 11th. His skill with scissors is amazing to watch.  Each silhouette takes about five minutes per child!  Click through to our events page for more information.

  • 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 Aug. 6th.  Click through to our locations page if you need maps and directions!

  • 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~