Carter’s is embarking on a significant rebranding effort to appeal to millennial and Gen Z parents, centred around a theme of self-expression. The company has introduced the “Watch Them Glow” campaign to roll out a revamped brand identity, which includes a new logo and enhanced social media strategy. This initiative aims to stay true to the brand’s 161-year-old heritage while adapting to modern consumer values.
Launch of “Watch Them Glow” Campaign
Unveiled on a Tuesday, the “Watch Them Glow” campaign includes a 60-second advertisement disseminated across digital and social media platforms, as well as connected TV outlets such as Roku, Disney+, and Hulu. The fresh brand identity is marked by a logo update that incorporates a shooting star in place of the apostrophe in Carter’s name, symbolising the brightness and potential every child brings into the world. The advertisement highlights the brand’s longstanding tradition of celebrating children’s uniqueness, juxtaposed with societal pressures to conform.
This marketing push comes in tandem with Carter’s Inc.’s strategy to increase marketing investments this year, which has already resulted in a 5% rise in revenue for Q2 2026, according to CEO Sharon Price John. Chief Marketing Officer Sarah Crockett conveyed that this is a long-term commitment to re-establishing the brand across all spheres.
Emphasising Individuality and Brand Values
The focus on self-expression is inspired by research from the Pew Research Center, demonstrating a shift among American parents towards encouraging children to be themselves. Carter’s new logo is its first in two decades, and the revamped identity reflects a deeper emotional connection with young parents who consider brand values when purchasing. This shift includes a revitalised social media approach that highlights real-life stories of childhood experiences and introduces a creator programme called “Light Makers” to alleviate the pressures parents face due to social media influences.
Crockett highlighted that today’s parents value the right mix of quality, style, and price — a sentiment that is crucial to the updated brand message. The “Light Makers” initiative will also launch a Glow Grants programme, awarding up to 15 grants in its first year to further empower community influencers in the U.S. and Canada.
Building a Legacy Through Strategic Partnerships
The identity refresh and marketing campaign are part of a broader strategy to place Carter’s as a brand of choice for new generations. This venture includes recent collaborations with organisations like Boys & Girls Clubs of America and Outward Bound, which aim to provide more resources and opportunities for children. Crockett emphasised the brand’s commitment to societal improvement while acknowledging the limitations of its influence. The overall strategy aims to demonstrate Carter’s dedication to creating a more impactful and relevant brand for future consumers.
Reporting based on coverage first published by retaildive.com.