MEET ROO & YOU

WHO WE ARE

ROO & YOU IS A WOMAN-FOUNDED, FAMILY-OWNED SMALL BUSINESS MADE AWESOME BY PARENTS LIKE YOU

Being a parent changes everything—it’s a chance to embrace playfulness, rediscover your inner child, and sometimes laugh at the chaos that comes with it. We know this journey well, which is why our products are designed to bring joy without breaking the bank. Not everything needs to be dinosaurs 🦕 and spaceships🚀, but a little imagination goes a long way.

Founded in 2017 as Chew Chew Baby Roo, Roo & You has grown into a community-driven brand dedicated to creating fun, design-forward products that prioritize affordability and safety while fitting seamlessly into your home. Our mission is simple: to make imaginative play accessible to every family because we believe that every child deserves a safe space to explore their creativity. And with every purchase, we’re not just bringing fun into homes—we’re also giving back to our community, redefining what it means to be a successful business by supporting causes that matter to us all.

"But who are you?!" 🕵️
First, our story!

OUR STORY

Two boys, one staircase, and a pile of cushions...

Helen’s journey began when she decided to stay home after having her first child, Kai. Noticing a lack of modern, safe, and affordable teething accessories, she launched Chew Chew Baby Roo from a cozy “office” under the stairs, Harry Potter style.

In Fall 2020, inspired by her sons Kai and Finn building forts, Helen designed The Joey—a play couch perfect for imaginative play that’s stylish enough for any living room. As a mom and educator, she set out with the goal to create the safest, highest-quality, and most affordable play couch on the market. And just to keep things interesting, Helen and Matt found out they were expecting their third child, Piper—their rainbow baby—just five days before the first preorder. Because why not add a little extra excitement to the mix, right?

Since then, Roo & You has expanded its product line to include more versatile shapes that can be used as furniture or for play, The Hop House—a beautiful bouncy house, The Mega Blanket for all your cozy family snuggles and fort-building, and Fetch, the ultimate pet bed for your furry babies! We’re dedicated to creating products that are not only functional and stylish but also nurture limitless childhood exploration.

Who says you can't have both style and function?

Mom, Founder, CEO, Designer

Hey!! I’m Helen (pronounced Hei-Leen) Smith, a mama to three littles, a wife, a big sister to two little brothers, an entrepreneur, and founder. As a Kurdish immigrant who found a home in Canada and spent years as a stay-at-home mom, I never would have imagined creating something that brings so much joy to so many littles and their families. It’s been an incredible (and, let’s be honest, tiring!) journey, but seeing the smiling faces and hearing about how our products have changed the lives families our Roopers makes every bit of it worth it.

We’re more than just products—we’re about creating magical moments and supporting families through every up and down. Through our charitable partnerships and community initiatives, we’re dedicated to making a positive impact, and it’s all thanks to you.

Thank you for supporting us and being part of this fun and amazing community. We’re so grateful to have you a part of our community!

XoXo Helen

OUR TEAM

At Roo & You, family and community (that’s you!) come first, which is why our team and their families are super important to us. 

Helen Smith

Founder, CEO

The creative genius behind Roo & You, Helen spearheads innovation, design, and product development. She transformed her love for creativity into a thriving business, leading with a hands-on approach and dedication that ensures Roo & You stays true to its mission of creating joyful, family-centered designs. Helen’s commitment to her team and the community makes Roo & You a beloved part of many families' lives.

Littles: Three (Kai, Finn, and Piper)
Education: Bachelor’s in Psychology and Sociology, Specialization in Children & Family at King’s University College + Child & Youth Worker Diploma at Lambton College
Past Work: Child & Youth Counsellor
Favorite Shade: Black
Favorite Food: Fish Tacos, Mashed Potatoes with lots of gravy!
Favorite Cartoon: Rugrats

Matt Smith

Co-founder, COO

Our seasoned operations vet with a passion for moving big, heavy things. Known as Roo & You's Master Play Couch Builder, or sometimes referred to as a Foam Architect, Matt brings a playful approach to life. He handles all operations, ensuring everything runs smoothly behind the scenes. With his meticulous eye for detail and numbers, Matt keeps Roo & You on track, making sure we’re always ready for play.

Littles: Three (Kai, Finn, and Piper)
Education: Honors Specialization in Psychology, Minor in Criminology at King’s University College
Past Work: Transportation Manager for CN Railway
Favorite Shade: Blue
Favorite Food: Biryani
Favorite Cartoon: Archer

Ian Robbins

Project Executive

Hailing from an ecommerce and digital marketing background, Ian brings invaluable experience from large CPG companies. As our project manager and go-to guy, Ian adeptly steers the Roo & You ship, keeping us all on track and ensuring smooth, successful projects while also overseeing the technical side of our website.

Education: Political Science at Queen’s University, Corp Comms and Public Relations at Fanshawe College.
Past Work: Ecommerce Manager
Favorite Shade: Navy
Favorite Food: Pizza
Favorite Cartoon: Catdog

Kiana Sheldon

Creative Manager

Our talented graphic designer and Helen's right hand, brings joy and brightness to the Roo & You team with her upbeat and positive personality. With her exceptional eye for design, she curates captivating visuals for our ads, emails, and website, showcasing her creative prowess. Her remarkable ability to grasp Helen's ideas adds an extra layer of magic to our brand's aesthetic.

Education: First Nations Studies, Advanced Diploma in Graphic Design, Fanshawe College
Past Work: Freelance Graphic Designer. Many serving and bartending jobs!
Favorite Shade: Lavender
Favorite Food: Tacos! Nachos. Fries.
Favorite Cartoon: The Simpsons

Mark Williamson

Customer Service Manager

As our Customer Service Manager, Mark is the friendly face behind every support email and call, bringing a wealth of experience and a caring touch to every interaction. He’s our absolute angel—smart, patient, and always willing to go the extra mile to make sure our Roopers feel heard and valued. Mark is truly amazing at what he does, and his warm, kind-hearted approach makes him an irreplaceable part of the Roo & You family.

Education: The Arts Educational Schools London
Past Work: Customer Success Manager, Poshmark
Favorite Shade: Emerald Green
Favorite Food: Tacos/ Potatoes (not at the same time 😂)
Favorite Cartoon: Mickey Mouse

James Moskwa

Warehouse Supervisor

The one who keeps everything organized and on track, James is our go-to for a smoothly running warehouse. With his keen eye for detail and background in customer service, he ensures that every order is handled with care. Known as our resident teddy bear, James brings a sweet and kind presence to the team, always ready to lend a helping hand and make sure things run just right.

Education: Computer Systems Technology, Fanshawe
Past Work: Pharmacy Sales Rep
Favorite Shade: Ultramarine Blue
Favorite Food: Alfredo Pasta
Favorite Cartoon: Recess

Brandon Tam

Warehouse Associate

Our fast-paced Warehouse Associate, who is always on top of packing orders and getting them out quickly. He brings a cheerful energy to the team and has a special knack for connecting with kids—you’ll often find him keeping Helen & Matt’s little ones entertained during their visits, adding a playful touch to the warehouse environment.

Education: High School
Past Work: Warehouse Associate
Favorite Shade: Light Blue
Favorite Food: Tacos
Favorite Cartoon: Scooby Doo

Joey

Resident Mascot

Our playful baby ROO who loves hopping around, practicing his tiny boxing moves, & munching on fresh grass. As a curious little ROO, Joey explores & bounces just like the kids who enjoy our Roo & You products! Whether he’s leaping onto soft play couches or peeking into the Hop House, Joey’s adventurous spirit captures the fun & creativity at the heart of Roo & You. With every bounce & giggle, Joey reminds us that playtime is all about discovery, joy, & endless possibilities!

Education: Too wittle for school, silly!
Past Work: Living in mum's pouch & practicing my hops!
Favorite Shade: Sage
Favorite Food: Grass
Favorite Cartoon: What's a cartoon?

Contact us

This site is protected by hCaptcha and the hCaptcha Privacy Policy and Terms of Service apply.