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
  • Chicky
  • Clayton Street Sign
  • Funky Monkeys Love Happy Up Inc.
  • Edwardsville Storefront
  • Green Couch

Why You Love Happy Up!

Our shelves are filled with imaginative, innovative, and unique items to delight playful people of any age
Child-friendly environment with a strictly enforced Do-Play Policy
We stock high-quality toys and games manufactured to the highest safety standards
We're staffed by friendly Toy Experts
Personalized service and attention
Free gift wrapping!
Call ahead - we'll have your item wrapped & ready
Far flung family and friends? We'll pack and ship for you
Loyalty program, gift registries, & fund raisers
We'll bring the Game Night to Your Group


Check our Events page for info on our Kindermusik playdates, Game Nights, Birthday Parties, and more!

Visit us in Clayton, MO or Edwardsville, IL

  • Happy Up Inc, Clayton

    8107 Maryland Ave.
    St. Louis, MO 63105
    (314) 725-2455

    Mon: Closed; Tues - Sat: 10-6; Sun: 12-4

    Can't make it during regular hours? We are also open by appointment!

    Click for map!

  • +
    Happy Up Inc, Edwardsville

    6654-A Edwardsville Crossing Dr.
    Edwardsville, IL 62025
    (618) 656-9596

    Mon - Fri: 9-7:30; Sat: 9-6; Sun: Closed

    Click for map!

Scratch Your Travel Itch

  • ASTRA Best Toys List for 2014

    Every year, ASTRA member stores select their favorite toys and games--  here's the list for this year.  We've also compiled a pinterest board for the list.  And we've put as many videos as we could find on there so you can see stuff in action!

  • Fill the Fire Truck O' Toys!

    Both Happy Up locations are a drop-off spot.  And bonus!  We're offering 25% off all regularly priced items purchased for the Fire Truck O' Toys.  The donated toys will be delivered to children being treated at local hospitals over the Christmas season.  You can read more on their website.

  • Games to make your Gatherings Great!

    It's almost time for Thanksgiving and other Holiday gatherings that will bring the whole family together. Check out one of our recent emails all about finding a new game to play with your whole crew!  And if those aren't quite it, hop over to our Pinterest Board!

Our Print Catalog is Online, too!