Our history

Founded by Edmond
Serneels and his wife

Our toy shop was first established Avenue de la Toison d’Or in 1959, before settling, 36 years later, Place Stéphanie, in uptown Brussels. That’s where, today still, the third generation of Serneels perpetuates the precious work of its predecessors, nurturing thereby the passion of quality toys.

1959
2024

1989

1998

2009

2012

2019

Throughout the last decades, we have put our dedication and sense of purpose at the service of our community through special events organised in the framework of our anniversaries. To support children and/or to delight some of our most loyal collectors, we’ve had the pleasure to punctuate our existence with these special highlights. These extraordinary events were only made possible by the support of some of the finest Brussels-based Houses, as well as the Brussels Expertise Labels (formerly known as the Chamber of High Commerce for Art and Luxury).

1989

30 years & branded balloons

To share with the public the joy of our 30th anniversary, we got our logo on some balloons that we gave out to all children on Avenue Louise.

Best of Teddies

In honour of our 40th year of existence, we trusted the greatest Brussels-based Houses with the decoration of some teddy bears made by House Steiff. During a memorable evening organised in partnership with the Chamber of High Commerce for Art and Luxury, these teddies were auctioned off and acquired by some of the world’s most passionate collectors. All profits were donated to the Maison d’Accueil de l’Hôpital des Enfants (children hospital), which was actually founded thanks to this event.

1998
2009

Jubilee

For our 50th anniversary, we issued a limited-edition book retracing the history of our shop’s iconic toys. In partnership with Maison Delvaux, we created a set of liar’s dice in 50 exemplaries only, that made our most loyal customers very happy.

Dolls for Charity

Thanks to the auction of dolls dressed by the some of the greatest Belgian designers, we were able to collect 100.000 euros, that we donated to the association Sauvez mon Enfant (Save my Child).

2012
2019

60 years of Serneels

Six decades of Maison Serneels were certainly worth a playful souvenir: a game of coloured marbles embodying several of our packagings.

This limited-edition of 100 exemplaries were a treat we offered to some of our strongest collectors.

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    Illustration Serneels Train