Skip to main content
See every side of every news story
Get Started
SubscribeLogin
Published • loading... • Updated

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.
Insights by Ground AI

14 Articles

Fort Smith/Fayetteville NewsFort Smith/Fayetteville News
+8 Reposted by 8 other sources
Center

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.

·Fort Smith, United States
Read Full Article
CNBCCNBC
+2 Reposted by 2 other sources
Lean Left

Children's clothing retailer Carter's is rebranding to appeal to a new generation of parents

Children's clothing brand Carter's is announcing a rebrand as it tries to keep up with the modern parent and its core customer base.

·Englewood Cliffs, United States
Read Full Article
Marketing DiveMarketing Dive
Center

How Carter’s is refreshing its brand to reach Gen Z, millennial parents

An identity overhaul, inclusive of a new logo and revamped social media strategy, is showcased in a campaign that is rooted in self-expression.

Read Full Article
SpaceMoneySpaceMoney

Carter's Reformulates Brand to Attract New Generation of Parents

According to CNBC, Carter's announces new logo and marketing campaign to attract the new generation of parents and resume sales growth

Read Full Article
Think freely.Subscribe and get full access to Ground NewsSubscriptions start at $9.99/yearSubscribe

Bias Distribution

  • 82% of the sources are Center
82% Center

Factuality Info Icon

To view factuality data please Upgrade to Premium

Ownership

Info Icon

To view ownership data please Upgrade to Vantage

Marketing Dive broke the news on Tuesday, September 15, 2026.
Too Big Arrow Icon
Sources are mostly out of (0)

Similar News Topics

United States icon

United States

News
Feed Dots Icon
For You
Search Icon
SearchBlindspot LogoBlindspotLocal