Ladbaby Mum unveils latest business venture weeks after revealing she turned down 6-figure deal to stay true to herself
ROXANNE Hoyle, better known to her fans as LadBaby Mum, has unveiled her latest business venture.
The mum-of-two says her new move is a “world first” – and it comes weeks after she revealed that she turned down a six-figure deal to stay true to her values.
Roxanne, 40, has branched into the world of board games with husband Mark, 37 – A.K.A LadBaby himself.
The sausage-roll loving couple have designed and released a board game inspired by their favourite pastry.
They have reportedly been working on the game for a whole year and say it’s a world-first.
Roxanne and Mark said they want to “spread the joy of family time together through their love of sausage rolls”.
They unveiled their new sausage roll-themed board game on social media yesterday.
Dubbed Sausage Roll, it will set you back £24.99 and is available to buy on Amazon.
It comes weeks after Roxanne opened up about her decision to walk away from a six-figure deal with In The Style, despite releasing a few ranges with the fashion brand.
She initially felt like the partnership “fulfilled a lifetime dream” – but things soon changed when she felt like her “creative freedom” was stripped from her.
“In the beginning it was everything I wanted and everything they wanted, but it didn’t last,” Roxanne told Fabulous in July.
“What started with such success and passion eventually changed as the role and industry progressed.
“Six figures is such a life changing amount of money to say no to.
“But after months of trying to make the right products for the plus-size market, at the best possible quality, at the most affordable prices, I just wasn’t given the creative freedom to achieve what I knew my audience would love.
“It was heartbreaking as it was something I loved with all my heart.
“But when I didn’t feel my voice was going to be heard and I wouldn’t be able to help women who look like me feel seen, heard and celebrated, I knew it was time to leave.”
Who is Ladbaby Mum and what is she famous for?
Roxanne Hoyle is wife to Mark Hoyle, aka LadBaby.
Together they are the online family entertainment personalities and comedy duo behind LadBaby and LadBabyMum.
LadBaby took the music industry by storm in 2018 with their debut song ‘We Built This City on Sausage Rolls’.
The couple followed this up with four more charity chart topping singles to make chart history by being the only acts in UK music history to have scored FIVE consecutive Christmas number one singles in 2018, 2019, 2020, 2021 and 2022. 100% of all proceeds from the tracks going directly to supporting UK food bank charity, The Trussell Trust.
In 2021, LadBaby branched out into the world of children’s picture books with their debut title: Greg the Sausage Roll – Santa’s Little Helper.
In 2023, the couple started a podcast, Live, Laugh, Love.
In 2024 Mark & Rox released an autobiography, and now they have just released their very own family board game, titled ‘Sausage Roll’.
The couple have had partnerships with the likes of Jet2 and Smyths Toys, and Rox has even had her own clothing edit with In The Style and Asda.
Instead, Roxanne has poured herself into the LadBaby brand and its love of sausage rolls, including topping the charts at Christmas.
In December 2019, the Hoyles released a single named I Love Sausage Rolls – a parody cover of Alan Merrill’s I Love Rock ‘n’ Roll – in hope of getting to Christmas number one.
And they were successful, pipping Stormzy, Lewis Capaldi and Dua Lipa to the post.
This sparked a five year winning streak for Christmas number one.
However, Mark and Roxanne chose not to release a single last Christmas – and it might be because they were working on their new board game.
A blurb reads: “Designed for families and groups, this game promises endless laughs and entertainment for players of all ages.
“Unfold the mat, grab the foam sausage roll and start playing within minutes.
“Complete a variety of silly sausage roll-related challenges, from using it as a microphone to balancing it on one leg.”
The box includes a giant mat, a throwable foam sausage roll and 75 challenge cards.