In an exclusive interview with CanadianSME Small Business Magazine, Helen, the dynamic entrepreneur and CEO of Roo & You, shares her inspiring journey of transforming a passion for family-centered play into a thriving business. As an immigrant and psychology graduate with a background in child and youth counseling, Helen’s story is one of resilience, creativity, and vision.
Helen is a dynamic entrepreneur, CEO, and creative force behind Roo & You, a children’s play-focused brand dedicated to fostering creativity and connection through thoughtfully designed products. As a passionate advocate for family-centered design, Helen ensures Roo & You blends functionality, style, and fun seamlessly into homes, empowering families to create lasting memories.
Helen’s entrepreneurial journey is a testament to resilience and vision. An immigrant and psychology graduate with a background in children and youth counselling, she transformed her passion for family and creativity into a thriving business. Her innovative approach has earned her prestigious accolades, including the King’s Alumni Recent Grad Award, Canadian SME Small Business of the Year 2023, finalist status for the WIT Wonder Woman Small Business Owner of the Year, and the Emerging Entrepreneur Special Citation recipient for the EY Entrepreneur Of The Year® 2024 Ontario Region.
As an immigrant who transformed her passion into a thriving business, what challenges did you face in establishing Roo & You, and how did your background in psychology and youth counselling influence your entrepreneurial journey?
When I started Roo & You, my kids were 2 and 4, and like so many parents during the pandemic, we were stuck inside a lot. They were constantly building forts, and I couldn’t find the right product on the market that met both their needs and mine. As a parent, I knew a play couch needed to have a water-resistant liner—because, well, kids are messy. It also needed zipper pockets so the covers wouldn’t scratch floors and walls. I figured if I was looking for those features, other parents probably were too. So, I decided to create a play couch that came with a water resistant liner and zipper covers myself.
Once The Joey was born, I saw even more potential. As a Child & Youth Counsellor, I understood how important open-ended play is for development, and I realized play couches shouldn’t just be simple blocks—they should spark creativity and adventure. That’s when we started designing new shapes and pieces, like Wedges for sliding and Arch+Armor for building doorways to forts.
Starting a brand from scratch wasn’t easy, especially as an immigrant with no industry connections. My biggest concern was: Who’s going to trust a brand-new company running a pre-order for a play couch? I know how much it matters to see the people behind a brand, so I built Roo & You the way I would want to experience a company as a customer. I connected with other parents in Facebook groups who were also searching for ways to keep their kids entertained. I went live, did video demonstrations, shared behind-the-scenes content, and was completely open to questions and feedback. Those real connections built trust, and that trust turned into an incredible community.
That’s how Roo & You VIP: Play Couch Community was born. Now, it’s grown into an amazing space with over 35,000 parents sharing builds, making friends, and helping each other decide on colors and pieces to add to their collections. It’s a warm, supportive, and fun community—something I’m incredibly proud of.
At the end of the day, Roo & You wasn’t just about launching a product. It was about creating something that made sense for kids and parents alike—something practical, imaginative, and designed for real-life families. And seeing how much joy it brings to other families? That’s what makes this journey so special.
Roo & You has gained significant recognition, including the Canadian SME Small Business of the Year 2023 award. How do you balance maintaining the company’s core values with its rapid growth and increasing collaborations with global brands?
I’ve always believed that when you put good out into the world, it comes back to you. So, as Roo & You started growing, one of my first thoughts was: How can we use this success to do good? I saw firsthand the value our products bring to families and children, and I wanted to make them accessible to even more people. Since our first preorder in November 2020, we’ve donated over $900,000 in monetary and product value to families, schools, daycares, and charities that are close to our hearts.
Beyond that, our kids keep us grounded. They make sure we know we’re not that cool—and honestly, they’re a huge reason behind our core values. Everything we do, we do with them in mind, and we want them to be proud of the company we’re building. We’ve built an incredible team of good people who share our values that truly understands that while we’re all in on Roo & You, we’re also parents first. Their support allows us to step away when we need to, knowing the business is in great hands.
Working with global brands is still a pinch-me moment. I can’t say enough good things about the companies we’ve collaborated with—the support we’ve received, the opportunities they’ve given us—it’s incredible. But I don’t see these partnerships as something that makes us better; I see them as something to be grateful for. My only goal is to always represent our company with respect and integrity, making both our partners and our team proud. I was raised to appreciate every opportunity in life and to never take anything for granted, and I carry that same mindset into Roo & You.
Finally, our community plays a huge role in keeping us balanced. Staying connected, engaging with them, and seeing families enjoy our products brings me so much joy. At the end of the day, our focus remains the same: bringing happiness to more families while staying true to who we are.
Your products, particularly the Joey Play Couch, are designed to foster creativity and connection. How do you envision the role of play in child development, and how does this vision drive your product innovation?
Play is everything for kids. It’s how they figure out the world, test ideas, take risks, and just be kids. As Fred Rogers said, “Play gives children a chance to practice what they are learning.” And I’ve seen that firsthand, both as a Child & Youth Counsellor and as a parent. Play isn’t just about keeping kids entertained—it helps them build confidence, creativity, problem-solving skills, and independence.
As a Child & Youth Counsellor, I’ve seen firsthand how open-ended, unstructured play helps children develop problem-solving skills, independence, and confidence. It’s not just about fun—it’s about fostering creativity, critical thinking, and emotional resilience. When designing The Joey, I wasn’t just thinking about a play couch—I was thinking about what it could be turned into by little minds. A rocket ship, a castle, a jungle gym, a quiet reading nook—kids see possibilities everywhere, and I wanted to give them a product that grows with their imagination.
I kept thinking, why weren’t there different shapes and pieces available to let kids build even bigger, more creative setups? Every piece we design is intentional—it’s meant to encourage movement, imagination, and connection. Whether it’s siblings working together to build a fort, parents and kids setting up obstacle courses, or little ones climbing, stacking, and creating, we want our products to grow with them.
At the end of the day, our focus isn’t just on making play furniture—it’s on creating experiences. Seeing the incredible builds our customers share, watching kids light up as they discover new ways to play—that’s what keeps us inspired to innovate. Because when you give kids the right tools for imaginative play, they’ll always find new ways to create magic. And honestly? That’s the best part of it all.
As we celebrate International Women’s Day, what message would you like to share with aspiring female entrepreneurs, especially those balancing family life with business ambitions?
Do not let anyone tell you that you can’t do something just because you’re a woman or a mom. You can do anything you set your mind to. So many people have doubted me along the way—even as Roo & You was growing. I’ve always been someone who dreams big, and I can’t tell you how many times I’ve heard, “Why would they answer you?” or “Why would they want to work with you?” when I wanted to reach out to big companies or industry leaders. My response is always the same: Why not
What’s the worst that happens? Someone says no? Someone ignores me? Well, then nothing changes. But if I take the chance, who knows what could happen? When I first had the idea to create a play couch, there were plenty of doubters. But I believed in it, I wanted it, and I worked my ass off to make it happen. I didn’t let negativity stop me. And as my husband (and business partner) Matt always says, “You miss 100% of the chances you don’t take.” Funny coming from him, since he’s the realist in our relationship!
If you truly believe in something, others will too. But you have to really believe in it. When you talk about your project, your product, your dream—talk about it with passion. Let people feel your excitement. That kind of energy is contagious.
At the end of the day, being a woman, a mom, an entrepreneur—none of those things should hold you back. They should fuel you. Go after what you want, take the chance, and don’t be afraid to bet on yourself.
Looking ahead, what’s your vision for Roo & You’s future? Can you tell us about your upcoming collaborations and how these align with your brand’s mission?
The vision for Roo & You has always been about pushing the boundaries of play—creating products that spark creativity, bring families together, and make childhood a little more magical. Looking ahead, we’re beyond excited to keep growing, innovating, and finding new ways to make playtime even better. I want Roo & You to become the one-stop shop for all things play, where quality, innovation, and design are always at the forefront.
When it comes to collaborations, we don’t just slap a logo on a product and call it a day. Every partnership we take on is thoughtful and intentional. We want to create pieces that bring a family’s favorite characters, brands, and franchises to life in a way that makes everyone in the household excited—while still fitting seamlessly into your home and staying true to our brand as well as our partners.
And while I can’t spill all the details just yet… let’s just say we have some major collaborations coming that we cannot wait to share.
Stay tuned—big things are coming!
