A Family Story
5 November 2020
The story began in 1959 when Edmond Serneels realized his childhood dream and opened his toy shop. Located on Avenue de la Toison d’Or, the selection was the result of constant searches world while to unearth rare pearls. The toys were selected for the emotion that could be brought to children but also to their parents.
His passion was passed on to his children Brigitte and Alain who shared the same vision. In 1993, 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. Today, the third generation joined the family business. Charlotte and Louis pursuit the tradition.
After more than 60 years of experience, the philosophy of the Maison Serneels remains the same: working with high-quality brands to advise timeless toys. A true return to childhood, proving that there is no age limit for having fun.