Early financial education is essential for making informed decisions throughout life. With this new book, the Finance Museum aims to support families in starting important conversations about money in an entertaining way from an early age. It is designed to give parents a tool to guide their children toward responsible financial behavior. To spark children’s natural curiosity, financial concepts are embedded in an engaging, easy-to-understand narrative. The book was developed in close collaboration between the Swiss Finance Museum and the Baeschlin publishing house, and brought to life by renowned children’s book author Tanja Kummer and illustrator Daniel Reichenbach.
Andrea Weidemann, Director of the Finance Museum, emphasizes: “There are very few children’s books that are both visually appealing and tell an engaging story about money. We wanted to create something beautiful and educational – a book that parents and children can enjoy together, while gently nudging kids toward healthy financial habits.”
A Poodle Talks About Money
In the story, we follow the narrator Luna, a standard poodle, and her young owners on a shopping adventure. Along the way, they encounter situations that illustrate a variety of financial concepts – such as different payment methods, trade, budgeting, and even investing. In “explainer boxes,” these topics are broken down in child-friendly language. This allows the book to be read on two levels: younger children can enjoy the story, while older readers gain additional insights.
Why Start Early?
From a behavioral economics perspective, Richard Thaler and Cass Sunstein highlight the effectiveness of “nudging”: small pushes that help people make better decisions. In terms of financial education, this means weaving financial concepts into everyday stories, games, and experiences. This makes the concepts tangible and memorable. Children are naturally curious – which makes early nudging particularly effective.
Researchers such as Hersh Shefrin also point out that it is not enough to simply provide information. Rather, it is about creating environments that make good decisions intuitive. Studies such as Kuswati (2019) also show that storytelling and visual narratives have a particularly positive impact on children’s understanding of money and financial decision-making. The earlier children are exposed to these concepts, the more likely they are to develop lifelong, healthy financial habits.
Luna entdeckt das Geld (Luna Discovers Money)
Luna, the spirited standard poodle, joins Kim and Ben on a shopping trip. But part of the money their dad gave them has already been spent on sweets. What now?
In this lovingly designed picture book, children discover how money works – from bartering to digital payments. Luna playfully explains topics such as spending, saving, and the origins of money. Packed with engaging details, this book makes financial concepts come alive in a way that is relatable and fun.
For ages 5 and up
Tanja Kummer / Daniel Reichenbach, published by Baeschlin Verlag in German
Available from Baeschlin Verlag, in bookstores, and on-site at the Finance Museum
Book partners
City of Frauenfeld
City of Kloten
Schwyzer-Winiker Stiftung
Zürcher Bankenverband