Carter's Launches New Brand Identity with 'Watch Them Glow' Campaign
Carter’s has introduced a new brand identity, including an updated logo featuring a shooting star and the tagline “Let every child’s light shine.” The rebrand is part of its strategy to appeal to younger parents, particularly Gen Z. A new marketing campaign titled 'Watch Them Glow' will debut on connected TV platforms as the first major expression of this shift. The company's Chief Marketing Officer highlighted a changing consumer landscape where young parents increasingly rely on social media and allow children more autonomy in clothing choices. The rebranding rollout begins across Carter’s channels in 2026, with further changes to retail design, product packaging, and partnerships planned for 2027. Carter's is also launching a creator program called Light Makers and expanding collaborations with organizations like Outward Bound and Boys & Girls Clubs of America. The rebrand follows years of financial struggles that saw the company’s stock lose over half its value in three years, though recent quarters have shown signs of recovery.
Tickers: $CRI
Topics: generational shift in customers marketing campaign rebrand