"Once upon a time" is a toy theatre for children of all ages (from 3 years old on). It is a contemporary redesign of traditional toy theaters of the late 18th century. The theater is equipped with several scenarios and cardboard characters, it turns into a case easy to assemble, disassemble, store and carry. The toy follows a child's growth for several years because sets of scenarios and characters can be purchased separately, targeted to different age groups. It stimulates creative freedom, the child's interaction with family, with other children, educators and teachers (it can be used as teaching material). Scenarios and characters can be created by the children themselves, using drawings, magazine clippings, gluing and photographs of themselves. After all, if imagination has no limits, toys cannot either!