Over the past few years it would be safe to say Nottingham's LadBaby have become a household name. The pair secured an historic fifth consecutive Christmas number one on Friday, December 23.
In six short years social media star Mark Hoyle and his wife Roxanne, known as LadBaby Mum, of West Bridgford, Nottinghamshire, have transitioned from a vlogging mum and dad to Beatles-toppling record-breakers. But where did it all start for the sausage roll-loving pair?
LadBaby gained prominence through a series of viral videos, where Mark and Roxanne would play pranks on one another. This included an instance in 2018, where Roxanne plastered her husband's Nissan Qashqai with pictures of her face for Valentine's Day.
Read more: Nottingham's LadBaby make chart history with fifth Christmas number one
"Every time I drive it, people stop me for photos and are always honking at me as they drive past - but it's fine, I have a little trick up my sleeve for her in return," Mark said at the time. "I can't even take the stickers off the car now because everyone wants to see it - all the friends and family have heard about it so they're keen to take a look."
Another video that gained the pair online fame was one where Mark defied his wife to buy a cheap partitioned toolbox instead of a more expensive lunchbox for his 18-month-old son. The video proved so popular Mark said he was in talks with a Chinese firm to create a real life toolbox lunchbox product.
After doing a brief online search it does not seem the endeavour worked out. Speaking to Nottinghamshire Live in 2017, Mark said: “I’ve been stopped in the middle of the street, people have said to me ‘You’re the toolbox guy‘, and a man in a white van shouted ‘you’re a bloody legend’. It’s really awkward, but it’s a really exciting time."
LadBaby now has 1.08m Youtube subscribers. A second Ladbaby & Sons Youtube page has 179,000 subscribers. The duo have been a mainstay on the Christmas charts since 2018, with their first number one - a version of Starship’s 1985 hit ‘We Built This City’.
2019's Christmas number one with ‘I Love Sausage Rolls’ to the tune of ‘I Love Rock ‘n’ Roll’ was followed by a third successive Christmas number one in 2020 with ‘Don’t Stop Me Eatin to the tune of Journey’s ‘Don’t Stop Believin’’. Their 2021 Sausage Rolls For Everyone, alongside LadBaby and Elton John, was also a number one hit.
The family raise funds for the Trussell Trust food bank charity. I1 2020, Mark and Roxanne Hoyle released a tearful and heartbreaking video revealing how they once struggled to afford food some years ago when their children were younger.
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