Being a parent really changes your life, because, well, you get to be a kid again! Sometimes that comes at the expense of our adult sensibilities, grown-up relationships, and hard-earned dollars. As parents, we know what that can feel like. Not everything needs to be dinosaurs 🦕 and spaceships🚀! 

Founded in 2017 as Chew Chew Baby Roo, Roo & You is a community-driven business dedicated to creating fun, design-forward products that are a lot less about being expensive and a lot more about having fun. 

"But who are you?!" 🕵️

First, our story!


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

Helen’s story is one many moms can relate to: when her maternity leave ended after having her first child (Kai Kai!), she found it hard to be apart from him. She decided to stay home with him but still wanted to do something just for her. Kai had just started teething around this time, and Helen struggled to find modern, minimalist teething accessories—something to match her style while being safe, baby-friendly, and affordable. Enter Chew Chew Baby Roo: affordable silicone products that offered modern accessories for the whole family! Over the years, Helen crafted silicone wonders for her boys, nestled in a cozy “office” under the stairs, Harry Potter style.

Fast forward to Fall 2020, with Kai and Finn constructing forts from couch cushions, inspiring Helen to design the Joey—a play couch tailored for imaginative play that was stylish enough that parents didn't feel the need to hide it when guests came over. As a mother of two active boys and an educator, Helen infused practical features like water-resistant liners to combat spills and zipper covers to protect walls and keep tiny fingers from unzipping the covers.

Since then, Roo & You has evolved its product line, collaborating with Matt (her husband) and her younger brother, Rozin, to design and create products that aren't only functional and stylish but also nurture limitless childhood exploration.

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


Mom, Founder, Designer, CEO

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 has found a home in Canada and long-time stay-at-home mom, I never would have imagined creating something that has brought so much joy to so many littles and their families. It has been an amazing (and tiring, with 3 kiddos running around) experience but the smiling faces and excitement from our Roopers make it all worth it! 

Thank you for supporting us and helping us build such a fun and amazing community.


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, spearheads innovation, design, and product development. With a background in education, she transitioned into the world of creativity and entrepreneurship after becoming a mother. Fuelled by mama bear instincts, she remains fiercely protective of her family, team, and the Roo & You community. Witnessing her vision come to life has been a gratifying journey for Helen.

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 or Poutine. Too hard to chose :p
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. Handling all operations, he ensures everything runs smoothly behind the scenes.

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

Rozin Abbas


A marketing genius whose expertise goes beyond traditional methods, embracing creativity and a deep understanding of the digital landscape. He made a sacred vow to never grow older than 12 years old, so he’s still a kid at heart. Random Fact, Was on Masterchef Canada!

Littles: Two (Nolan and Felix)
Education: Honors Specialization in English, Minor in Philosophy at Western University
Past Work: VP of Marketing
Favorite Shade: Robin’s Egg Blue
Favorite Food: All of the food. Eating is my favorite pastime.
Favorite Cartoon: Spongebob SquarePants

Ian Robbins

Project Executive

Hailing from an ecommerce and digital marketing background, brings invaluable experience from large CPG companies. In his role as our project manager, he adeptly steers the Roo & You ship, ensuring smooth and successful projects.

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

Graphic Designer

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: Vantablack 😯🖤
Favorite Food: Tacos! Nachos. Fries.
Favorite Cartoon: Futurama


Resident Mascot

Joey comes from the great land of Tasmania, where they love to hop around, engage in some boxing, and munch on grass all day! 🦘🌿

Littles: None! They are a little!
Education: PhD in Kangaroo-ology
Past Work: Living in mum's pouch
Favorite Shade: Red!
Favorite Food: Grass
Favorite Cartoon: Numberblock

Contact us

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