FN ISI Export Format VR 1.0 PT J TI Communication Concept for the Toy Museum Riehen AF Erny, Katja AU Erny, K AB The Toy Museum in Riehen is the oldest one in Switzerland with one of the most important collections of all kinds of European toys. As the museum is small and has a constrained marketing budget and faced with a big competitor such as the Doll’s house Museum in Basel, it has to think about how it could reach its potential visitors effectively. The paper starts with a short theoretical input about the specific challenges of museum marketing – especially the communication part of it. In the following the Toy museum, its target group and its competitors are presented. An analysis of the present communication policy of the Museum is made. Several interviews with experts and professionals in the field are carried out in order to connect theory with practice and to get information about possibilities and experiences how to communicate and promote the offers of museums. The focus of the paper is on the creation of a communication concept for the Toy Museum. Suggestions for a communication campaign for the Christmas market taking place at the museum are made and further recommendations for the communication in general are given. A communication plan including timeframes and budget is out lined. ER