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: Rub-a-dub-dub...

  • 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!

  • Fantastic Fairy Portraits!

    A huge thank you to Julie Anne Photography for capturing our magical guests at the fairy party! Click through to see Julie Anne's website and portfolio.

  • Monthly Shopkins Trading Parties!

    Too many duplicate Shopkins in your collection?  Want to trade them away to other collectors?  Stop by the Edwardsville Happy Up store the first Saturday of the month between 1pm and 2:30pm.  The next trading party is Sept. 3rd.  Click through to our locations page if you need a map and directions!

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