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!
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?


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

Matt Smith
Co-founder, COO

Ian Robbins
Head of Business Operations

Mark Williamson
Head of Customer Experience & People

Lauren Bemister
Business Support Manager

Jasmine Ault
Strategic Brand Manager & Executive Assistant

Kiana Sheldon
Creative Manager

James Moskwa
Warehouse & Logistics Lead

Maria VanGrootheest
Ecommerce Specialist

Dayana Alexander Osorio
Warehouse Associate

Joey
Resident Mascot
Head Office Address:
489 Newbold St
London, ON
N6E 1K4
Canada