MEET ROO & YOU
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
Littles:
Kai, Finn, & Piper
Education:
BA in Psychology & Sociology, Specialization in Children & Family, King’s University College | Child & Youth Worker Diploma, 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
Littles:
Kai, Finn, & Piper
Education:
Honors Specialization: Psychology, Minor: Criminology, King’s University College | Police Foundations, Lambton College
Past Work:
Transportation Manager
Favorite Shade:
Blue
Favorite Food:
Biryani
Favorite Cartoon:
Archer
Ian Robbins
Head of Business Operations
Littles:
Margaret
Education:
Political Science, Queen’s University | Corp Comms and Public Relations, Fanshawe College.
Past Work:
Ecommerce Manager
Favorite Shade:
Navy
Favorite Food:
Pizza
Favorite Cartoon:
Catdog
Mark Williamson
Head of Customer Experience & People
Littles:
Bramble 🐈⬛
Education:
The Arts Educational Schools London
Past Work:
Customer Success Manager
Favorite Shade:
Emerald Green
Favorite Food:
Tacos/ Potatoes (not at the same time 😂)
Favorite Cartoon:
Mickey Mouse
Lauren Bemister
Business Support Manager
Littles:
Kaden & Ozzy
Education:
Meowstate University - Specialization in cats aka Self taught genius
Past Work:
Bookkeeping Specialist
Favorite Shade:
Yellow
Favorite Food:
Anything Breakfast
Favorite Cartoon:
Bluey
Jasmine Ault
Strategic Brand Manager & Executive Assistant
Littles:
Sesame 🐶
Education:
BA Honours Communications Studies, Wilfrid Laurier University
Past Work:
Public Relations & Communications Manager
Favorite Shade:
Dusty Pink
Favorite Food:
Anything at Breakfast!
Favorite Cartoon:
The Proud Family
Kiana Sheldon
Creative Manager
Education:
First Nations Studies | Advanced Diploma in Graphic Design, Fanshawe College
Past Work:
Freelance Graphic Designer
Favorite Shade:
Lavender
Favorite Food:
Tacos! Nachos. Fries.
Favorite Cartoon:
The Simpsons
James Moskwa
Warehouse & Logistics Lead
Education:
Computer Systems Technology, Fanshawe College
Past Work:
Pharmacy Sales Rep
Favorite Shade:
Ultramarine Blue
Favorite Food:
Alfredo Pasta
Favorite Cartoon:
Recess
Maria VanGrootheest
Ecommerce Specialist
Education:
Honours B.A. Communication Studies, Carleton University | Post-Graduate Certificate, Advertising Copywriting, Humber College
Past Work:
Digital Product Specialist
Favorite Shade:
Sage or Latte
Favorite Food:
Pad Thai
Favorite Cartoon:
Arthur
Dayana Alexander Osorio
Warehouse Associate
Littles:
Devan, Luna, Leo
Education:
DSW/PSW Diploma, Fanshawe college
Past Work:
Developmental Service Worker
Favorite Shade:
Purple
Favorite Food:
Kimchi
Favorite Cartoon:
1987 Ninja turtles
Joey
Resident Mascot
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?
Head Office Address:
489 Newbold St
London, ON
N6E 1K4
Canada