Once upon a time

"Once upon a time" is a stock phrase used to introduce a narrative of past events, typically in fairy tales and folk tales. It has been used in some form since at least 1380 in storytelling in the English language and has started many narratives since 1600. These stories sometimes end with "and they all lived happily ever after", or, originally, "happily until their deaths".

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Source: Wikipedia · Image: Wikimedia Commons · Public domain

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Tell it well — story arcs, folklore, and the craft of oral tradition.

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