We are ROOVI. Open minded. Fun. Enthusiastic.

We believe in the power of play for over 20 years.

Our Mission

Play is a serious thing: It shapes and models people, it creates strong personalities, and provides unlimited experiences. But in a fast moving world, where the never-enough 24 hours bring more pressure into everyman’s life, people struggle to find a balance.

That’s why, with everything we do, we try to help people regain their quality time.


We have a dream

Our vision is to help create a better, happier, and more fulfilled life for everyone.

Together with our partners we want to help people experience a new approach to the world of games & puzzles, where there’s a place for everyone, from small kids to grown-ups, by providing them the right tools.


Core values

At ROOVI we stand true to our core values that have guided us since our founding and helped us build strong business relationships, becoming a trusted partner of large retailers and SMEs around the world.





Discover the benefits of having a partner account for your company and explore a whole new Universe of possibilities, enriching your portfolio with new and appealing quality games and puzzles.

ROOVI team

Meet the ROOVIans that go above and beyond to make everything possible.

The strength of the team is each individual member. The strength of each member is the team.

Phil Jackson, former NBA Coach

Alex Bute


Passionate tennis player, Alex loves to work hard and play harder. 

After a very lucrative career as management consultant for various European investment funds and senior management positions with a knack for technology innovation in Credit Suisse and Societe Generale, Alex took a leap of faith and made one of his biggest dreams come true. 

A dream called CUKIBO. A 3 year old awarded Swiss start-up, CUKIBO designs, produces, and sells customized kids books. 

Now, Alex is driving ROOVI with full speed ahead to write the next chapter of the story.

Dragoș Ionescu


Professional swimmer and mathematician turned architect turned designer and developer, Dragoș loves to dream big and never settles. 

Co-founder of CUKIBO together with Alex, he has never said no to any proposal no matter how challenging, constantly learning, improving and innovating. 

From building the platform that generated over 150 embassies and consulates websites, or tech innovations enjoyed by millions of users in the gaming industry, to the complex solution that automatically produces the highly customized CUKIBO books, Dragoș knows a thing or two about dreaming, planning and producing anything he sets his mind to.

Dorian Sărmășan

Creative Director

Creator of brands, products and experiences, Dorian yearns to build global innovations that would make the world a better place for future generations. 

Founder of Karpathic Brands and creator of the Word Colony board game, he created and launched several brands in the United States. He says that creativity needs to be sown and then rigorously fertilized. The more you use it, the more you have. Also, Dorian is an active member, former and future PR President of Rotary Club Bucharest. He received the Rotary International Paul Harris Fellow recognition for outstanding achievements.

Creative Director of Roovi, Dorian uses his creativity and leadership skills to build a strong creative team in order to create new global games, puzzles and much more.

…and the other ROOVIans that turn everything into reality

Our story

We have an authentic story

What started as a family business located in the heart of Romania, in Transylvania, grew out to be one of the most successful puzzles & games manufacturers in Central and Eastern Europe. 

For over 20 years we have been building our company with Passion and an open mind towards Innovation, developing deep & stable roots and high values.

Staying true to our core values has been our top priority. 

High quality, accessibility, and diversity of our portfolio are key values that guide us for over two decades.

with high expectations for the Future

But time has come to dream some more and write the next chapter of this wonderful story. 

In 2021, the Black Sea Fund, a growth-friendly European private equity fund, and co-founders of Swiss start-up CUKIBO, Alex and Dragoș, joined forces with a mission to take the company even further. 

We’re building a new Future, a future that’s digital, strengthening our global presence, and promoting a new culture and business model.



Great diversity

Over 1000 games and puzzles to choose from.

Authentic experience

For over 20 years, through everything we do, we've been encouraging people to relax, be creative and have fun through play and play.

Easy and quick orders

Placing an order should be quick and easy, so we've made it… simple.

Fast shipping

We can ship orders quickly, and delivery costs are low.

Quality in every product

The quality of each product is important and we never make an exception.

We create with love

Both the in-house creative team and the well-known artists we collaborate with create with love and attention to every detail.

Permanent stock

Due to the large production and storage capacity, we can say that we almost always have the products in stock.

Environment friendly

We use ecological materials and responsibly recycle cardboard and paper, because we care.



We produce responsibly, with care for people and nature, eco-friendly games and puzzles that can be recycled in proportion to 90%.

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Eco paint

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Eco adhesive

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Recyclable cardboard and paper