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.

  • Warning: Shopping at Happy Up may Contribute to Atypical Gifting Syndrome
  • 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: 🚂 Clickity-Clack, On the Right Track! 🚂

  • Happy Up is Hiring!

    We're looking for a few new peeps to join the Happy Up Crew at both of our locations. Info and how to apply here: Happy Up is Hiring

  • Monthly Trading Parties!

    Too many duplicate Shopkins or LEGO Minifigs in your collection?  Want to trade them away to other collectors?  Stop by the Edwardsville Happy Up store for our Monthly Trading Party.  The next trading party is Saturday, March 4th, from 1pm to 2:30pm.  Click through to our locations page if you need a map and directions!

  • Kindermusic Playdate!

    The next Kindermusic Playdate at Happy Up in Edwardsville is March 13th - 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

Check out our Winter Holiday Catalog!