Grazia has announced the launch of its new parenting brand The Juggle in partnership with baby and childcare brand, Huggies. Living mainly on Instagram, The Juggle will be a new social community offering insight into parenting challenges with advice and tips from experts and other parents.

The launch comes as Bauer Media’s research into life in 2020 found that 30% of UK consumers believe that they now have a closer relationship with their favourite magazine brand compared to pre-lockdown.

The study shows that magazine brands are increasingly seen as a trusted way to escape from the stresses of the pandemic, acting as mood-enhancers and contributing to mental wellbeing.

The Juggle is a place that acknowledges that just because you’re a parent, you haven’t stopped being you. Geared around parents as much as their kids, the community will bring together like-minded people who are currently tackling challenges they never could have predicted a year ago – from home-schooling whilst holding down a job, to giving birth alone.

As launch partners for the new brand, Huggies will also provide branded content, sponsored posts and offers – on The Juggle Instagram channel, in Grazia’s magazines and online.

Lauren Holleyoake, Publisher, Grazia Bauer Media, “Grazia perfectly understands and portrays today’s woman and continues to adapt to ensure that it always reflects her life, her wants and her needs, delivered in a way that fits in her life. This makes Grazia a crucial brand for advertisers to partner with to target this valuable audience. With parenthood a huge part of our audience’s lives, the launch of The Juggle, in partnership with Huggies, enables us to deepen our relationship with our audience, creating content that truly resonates.”

Stephanie Madrell, Marketing Manager, Huggies, said: “The partnership with Grazia to launch The Juggle felt like the perfect fit for us as a brand. At Huggies, we completely understand that parenthood is full of compromise; a constant juggling act as you try to do what’s best for your baby across all aspects of life. But if there’s one thing we believe you should not have to compromise on – its caring for your baby’s delicate skin. That’s why, with this partnership, we hope to reassure parents that with Huggies Wipes you don’t need to compromise.”

The Juggle is now live on Instagram at @thejuggleuk.