FRANŠIZNI KLUB Kruna Josimović

Guest Kruna JosimovićHosted by Darko BukovićMay 3, 2026

Kruna Josimović

About this episode

What you'll hear in this conversation

Kruna Josimović saw her own children, and their peers, losing the ability to simply play. Growing up in the shadow of screens, the "alpha generation" of 7- to 13-year-olds was forgetting how to engage, collaborate, and solve problems without a 30-second TikTok timer. For Josimović, a pedagogue, this wasn't just a lament about modern childhood; it was a commercial opportunity. She took the concept of an escape room — a challenge usually reserved for adults — and re-engineered it for kids. The result is Dječji Escape Room, a network of themed puzzle rooms designed to pull children away from their phones and into a world of logic, dexterity, and teamwork. Her insight was simple: if you want kids to play, you have to create an experience so immersive they forget time, and even their smartphones. Josimović shares how she built Croatia's largest children's escape room center, expanded it through franchising, and even developed unique tourist attractions for Zagreb. This conversation explores how to build a business that not only entertains but also addresses a genuine societal need, all while making parents wonder why their kids are suddenly so much better at problem-solving than they are.

Insights from the conversation

What to take from this episode

Kids arrive expecting to solve a room in twenty minutes, because "everything lasts thirty seconds" like on TikTok. They often spend an hour and a half inside, completely absorbed, then ask, "We were in there for an hour and a half and didn't fight!" The real product isn't the puzzle; it's the sustained, tech-free collaboration they didn't know they craved.

Kruna Josimović first tried an adult escape room herself and immediately thought, "Kids need this." The most effective business ideas aren't about inventing something entirely new, but about taking a proven concept from one market and adapting it to serve a previously overlooked, high-need demographic.

Parents often come in with prejudices, thinking a children's escape room will be "boring" for them. They consistently find themselves drawn into the game, only to discover their children are often quicker and more straightforward in their problem-solving. Design for the child; the unexpected engagement of the adult becomes a powerful endorsement.

Dječji Escape Room changes its five themed rooms annually, rotating through a pool of ten different concepts. This constant refresh ensures repeat visits from the same school classes and friend groups, turning what could be a one-time novelty into a recurring entertainment option. Novelty is a one-off; *varied novelty* creates loyalty.

Josimović developed external escape room games for Zagreb, like "Nutcracker" and "Advent Toy Story," in collaboration with the Tourist Board and a museum. The core offering doesn't have to be confined to a physical location; extending the experience into city spaces or tourist attractions can create new revenue streams and expand brand reach beyond the initial venue.

The first external franchise for Clue Will (the international brand) came about because a "satisfied guest" from Montenegro immediately wanted to replicate the idea. Don't build a franchise structure until someone has already tried to buy one from you. Organic interest from a happy customer is the most reliable signal that your concept is exportable.

Josimović's goal for Dječji Escape Room isn't just to be in major cities, but to "expand to smaller rural areas" because "why should only children in Zagreb have a children's escape room?" When building a service for children, prioritize equitable access over pure market size. The social mission itself can become a powerful driver for expansion, rather than just a side benefit.

Dječji Escape Room operates under that name in Croatia, but internationally, the franchise brand is "Clue Will." Separating the domestic and international brands allows for tailored marketing and cultural adaptation, ensuring the core concept resonates in different markets without diluting the established local identity.

The franchise package is being standardized to include "everything, from props to people who will educate" partners, ensuring it's a full "center, not just one escape room." A successful franchise isn't just selling a concept; it's selling a complete, replicable operational system. The partner isn't buying a puzzle; they're buying a ready-to-run business.

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