Carter’s Is Getting a Makeover. The 161-Year-Old Children’s Brand Unveils New Logo and Slogan
The campaign includes a new logo, creator program and multiyear partnerships as Carter's seeks to rebuild sales with younger parents.
- On Tuesday, Carter's launched its "Watch Them Glow" rebrand, introducing a new logo and marketing campaign designed to connect with Gen Z and millennial parents through a 60-second spot airing on Disney+, Hulu, and social channels.
- The 161-year-old brand initiated this refresh to recover from recent sluggish performance, as CEO and President Sharon Price John notes the shift in parent demographics is the most dramatic in 25 years.
- Chief Marketing Officer Sarah Crockett said the campaign aims to embrace "today's generation of parents" who prioritize self-expression, providing "a whole new set of tools" to leverage in connecting with caregivers.
- Supporting plans to increase marketing spend, the company reported net sales increased 5% in the second quarter of 2026, gains attributed to improved marketing efforts and momentum the rebrand aims to continue.
- The company introduced the "Light Makers" program to award up to 15 Glow Grants this year in the U.S. and Canada, part of a multiyear brand promise designed to improve childhood quality.
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Fort Smith/Fayetteville News
Carter’s is getting a makeover. The 161-year-old children’s brand unveils new logo and slogan
The rebrand includes a 60-second film, a new partnership with Outward Bound and continued support for Boys & Girls Clubs of America.
According to CNBC, Carter's announces new logo and marketing campaign to attract the new generation of parents and resume sales growth
Carter’s announces rebrand – CEO NA Magazine
Children’s clothing brand Carter’s announced Tuesday that it is undergoing a revamp to better align with the new generation of parents as it part of its “Watch Them Glow” campaign. Carter’s main brands include its namesake label and OshKosh B’gosh, sold in standalone stores across the U.S. and through retailers like Walmart, Target, and Amazon. The rebrand includes a new logo and marketing campaign, aiming to keep the 161-year-old company releva…
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