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: What the What?

  • Kindermusic Playdate!

    The next Kindermusic Playdate at Happy Up in Edwardsville is Oct. 9th - 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

  • Missing our Emails?

    We have switched our email service. If you haven't seen an email from us for a while, take a moment to make sure your contact information made the leap! Just follow the link: Happy Up Emails  As always, we pinky swear we will never never ever ever share your information. Thank You!

  • 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!

Check out our Summer Catalog!