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 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: Spring Break Out!

  • STL Magazine A-List Poll

    We're in the running to be named Best St. Louis Toy Store in the St. Louis Magazine A-List Readers' Choice Poll. To make it, we need your vote. Lots of them. You can vote over and over, so stuff that ballot box. Thank you for your support! A-List Readers' Choice Poll is here

  • Happy Up is Hiring!

    We're looking for a few new peeps to join the Happy Up Crew at our Clayton store. 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, April 1st (no fooling!), from 1pm to 2:30pm.  Click through to our locations page if you need a map and directions!

Discover a smattering of our toys and games!