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

Our Latest Email: Hooray! It's Throwback Thursday!

  • Reindeer in Clayton!

    Come by our Clayton location on Small Business Saturday (11/28) starting around 11am and meet a real live reindeer!  You can get your picture taken and everything.  More info on our Events page!

  • Kindermusic Playdate!

    The next Kindermusic Playdate at Happy Up in Edwardsville is Dec. 7th, 2015 - 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

  • 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:

Our Winter Catalog is Here!