To her two boys, nine-year-old Phoenix and seven-year-old Kobe, she’s simply Mum. But to her millions of followers, Roxanne Hoyle is better known as LadBaby Mum. Alongside her husband Mark (LadBaby), Roxanne has built a hilarious and relatable social media empire that keeps families laughing. But behind LadBaby Mum, the viral videos and Christmas number ones is a woman navigating parenting, dyslexia, and the complexities of raising kids in the digital age.
In our exclusive chat, Roxanne opens up about why she will always use her platform for good, navigating her boys growing up in the digital age, how having dyslexia challenges her as a parent and how she's planning to entertain her family in the summer holidays.
Who are LadBaby?
Unless you’ve been on a decade-long digital detox, you’ve likely stumbled across LadBaby. With over 13 million followers, Roxanne and Mark have used their fame to give back. From raising millions for charity and supporting food banks like The Trussell Trust to landing five Christmas number one singles and publishing children’s books, their mission is about more than just laughs.
Recently, Roxanne visited Downing Street to personally deliver the Formula for Change campaign, to make sure families have access to affordable baby formula. This initiative aims to allow families to purchase baby formula with alternative payment methods like vouchers and gift cards.
"I never want anyone to feel that despair. We should be able to feed our babies, whatever our circumstances."
The campaign hits close to home for Roxanne, who recalls budgeting £20 a week and skipping meals to provide for her babies. “It still gives me a lump in my throat,” she shares. “At the time, I felt like a terrible mum, but on reflection, it wasn’t my fault. That’s why I’ll always use our platform for good.”
Life before LadBaby
Before their rise to stardom, Roxanne and Mark faced financial troubles. Having just had their first baby, Mark was out at work and Roxanne had to leave her London job because her childcare costs outweighed her earnings.
“I’ll never forget those days,” Roxanne says. “That feeling of failing as a mother because I couldn’t afford the basics. It’s something I’ll always carry with me and why giving back is so important to us.”
Parenting with dyslexia
As published authors of the “Greg the Sausage Roll” series and the Sunday Times bestseller Our LadBaby Journey, the Hoyles have delighted readers young and old. For Roxanne, becoming an author was an unexpected milestone due to her lifelong struggle with dyslexia.
“It’s a challenge, especially when my son asks, ‘Mum, is that how you spell it?’” Roxanne says. “Words just jumble for me. But it’s also my superpower. I’ve learned to be more creative in teaching my kids. Educational apps and playful learning methods are game-changers. I know this because when I was a child, I learned my times tables by jumping on a trampoline!”
Speaking about Greg The Sausage Roll's success - he's about to go on another adventure to the jungle - Roxanne says, "We never thought a bloody sausage roll would be as successful as it is. It’s one of those beautiful things that has flourished into so much more. Kids love it, adults love it, the neurodiverse community love it because it’s bright and easy to read.
"The boys are so proud of us. When we write new books and I show them and they're like, 'Wow mum and dad really did that' which is so sweet. It's also something that when I'm long gone, they've got of their parents."
Bringing up boys in the digital age
The LadBaby brand requires Mark and Roxanne to be very present online. They post videos and Instagram stories almost every single day and even though they are purely positive, they have been subjected to online trolling and negative comments.
Navigating parenthood in the digital age brings unique challenges, especially as social media continues to shape how children interact with the world. Documentaries like Netflix’s Adolescence have sparked important conversations about online bullying and the darker sides of digital spaces, including harmful subcultures.
Roxanne acknowledges these challenges, saying, “Every parent is just trying their best out here, and it is a tough old world. For me, it’s about educating my kids on how things work, how to protect themselves, and how to navigate it all.”
Currently, her boys don’t have phones. “They’ve told me it’s not something they’re interested in,” she shares. “Maybe because it’s Mum and Dad’s work, so it feels boring to them.”
Reflecting on their early days online, Roxanne adds, “When we started LadBaby, the digital world was so different. TikTok didn’t even exist. We’ve seen the negatives, but we’ve also experienced so many positives. What’s important is teaching resilience and staying true to who you are, both online and offline.”
Even though Roxanne and Mark do involve their family in videos online, they are very savvy about what their children can access. "I am very aware of parental settings now and I've worked with a lot of social media brands about privacy. Mark is very good and teaches them about social media. If my kids didn't want to be online, they wouldn't be."
Summer holidays
With summer approaching, Roxanne knows how daunting six weeks with kids at home can feel.
“Survival is the name of the game,” she laughs. “Some days, it’s all about pyjamas, Disney movies, or a picnic in the garden. My boys’ favourite memories are often the simplest - like having sausage rolls and ice lollies outside.”
For screen-free fun, Roxanne recommends YouTube’s brain break videos. “They get kids moving and are a great, free way to keep them active.”
About the author
Hannah Mellin is a Digital Writer at Mother & Baby. She is a mama to a nearly two year old little boy and is is navigating her way through first-time parenthood, every developmental leap at a time. She is up for trying anything and everything to make mums feel less anxious and overwhelmed. She is passionate about nature, body positivity and children's mental health.