Grazia magazine has announced the launch of a new parenting brand The Juggle in partnership with the global baby and childcare product brand, Huggies. Living mainly on Instagram, The Juggle will be a new social community offering insight into today’s parenting challenges, expert useful advice, and some light relief along the way.

The launch comes as the most recent wave of Bauer Media’s research into life in 2020 found that 30 per cent 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.

Consumers are also looking for content that they can consume easily at home and Grazia said they have responded positively to the magazine’s increased Instagram and online content, with many tuning in to Grazia’s ‘Get Together with Grazia’ IGTV series throughout lockdown and attending sessions for Grazia’s first virtual beauty festival, ‘Beauty Power Hours’.

The Juggle is geared around parents as much as their kids, and 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.

In addition to offering practical parenting tips from well-known and trusted experts such as Anna Whitehouse (aka Mother Pukka), The Juggle will include fashion, beauty and interiors advice, as well as introducing readers to a community of insightful parents. As launch partner 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.

“At Grazia we know that when you become a parent, you don’t stop completely being you,” said Grazia Editor, Hattie Brett, Editor, Grazia. “But you do have new concerns, fresh challenges and require a whole new host of items for your wardrobe and home you never thought you needed. And, right now, in the midst of a pandemic whose restrictions have hit parents particularly hard, you also need to know you’re not alone in feeling like the juggle is real. So, we want The Juggle to be reassuring, useful and offer some light relief in a world where you’re glued to your phone more than ever.”

The Juggle is live on Instagram at @thejuggleuk