Emma and Mary Margaret are held hostage by Jefferson aka The Mad Hatter. He’s mad because like Mr Gold and Regina, he knows who he really is. Also Regina is responsible for bad things happening to him and him losing his annoying daughter.
Emma’s stupid, there is a white rabbit toy, Jefferson obsesses over his stupid magic hat and there are a lot more magical lands. In Wonderland there is a maze that eats people, the Evil Queen’s father was a bit of a burk and the Evil Queen was always betraying people.
The Storybrooke newspaper has the headline ‘Heartless!’ about Mary Margaret but nobody is looking for the psychotic Jefferson. This was bad mostly because Emma isn’t very bright.