Serneels

A universe to explore

Who could forget the first time they pushed open our door to be thrown into this magical world? A unique place, where soft toys live in harmony alongside princesses and fairies, where marionnettes seem to come alive and follow you with their cunning eyes. Simply put, a toy paradise. Welcome to Serneels.

It was in 1959 that Edmond Serneels realised a childhood dream and opened his toy shop on Avenue de la Toison d’Or. At the beginning, his toys were aimed at only the under-threes, but soon, seduced by the quality of these playthings, his clients encouraged him to expand his collection to older children. It was the beginning of a long adventure.

Today, he has handed the torch to his children Brigitte and Alain, who share their father’s vision. In 1995, they moved to the current Wiltcher’s site at the top of Avenue Louise. A page was turned, but the story was far from over.

The choice of toys is vast, varied but above all of the highest quality, the result of constant searches to unearth rare pearls. Today, at the grand age of 60, the Serneels brand remains true to its principal values: to stimulate the creativity and imagination of young and old.