In a move to resonate with younger parents, the children’s apparel powerhouse has launched a bold visual revamp and kicked off its “Watch Them Glow” campaign, putting the spotlight on individuality and modern family narratives.
Carter’s, a legacy name in American children’s fashion, is shifting its strategy to better engage Gen Z and young millennial parents. Central to this change are the introduction of a comprehensive brand overhaul and the debut of “Watch Them Glow,” a marketing campaign focused on diversity, self-expression, and today’s family dynamics.
Brand Overhaul Featuring a New Logo
For the first time since 2000, Carter’s has refreshed its logo, signaling a major shift in how the brand presents itself. The updated emblem now uses a shooting star as the apostrophe in “Carter’s,” symbolizing every child’s unique brilliance. The redesigned script takes inspiration from the brand’s vintage wordmarks, balancing Carter’s historic roots with a fresh, modern approach.
The new branding made its premiere in a 60-second commercial that launched the “Watch Them Glow” campaign on Tuesday. This ad, appearing on digital channels and connected TV platforms—such as Nexxen, Roku, Disney+, and Hulu—features a series of home video-style scenes, while the narration highlights the value of allowing children to express their individuality rather than conforming to expectations.
Throughout 2024, Carter’s updated brand identity will be integrated across all touchpoints, with enhancements to stores, merchandise, and packaging set to extend through 2027.
Supporting Modern Parenting and Individuality
Sarah Crockett, Chief Marketing Officer, shared that aligning with current parental values—like encouraging uniqueness and empathy—is a driving force behind “Watch Them Glow.” Data from the Pew Research Center shows that nearly 50% of U.S. parents are making a conscious effort to parent differently than past generations, with a focus on nurturing children’s authentic identities and aspirations.
“Self-expression is really at the heart of how parents relate to their children today,” Crockett noted. “We want to support every distinct quality that each child brings to the family.”
With Gen Z and younger millennial consumers scrutinizing brands for their ethics and values before buying, Carter’s has adopted a more emotionally driven approach to its messaging. According to Crockett, Carter’s definition of value now incorporates trust, quality, and style, not just price—a message woven into its brand evolution.
Major Social Media Refresh and Launch of “Light Makers”
As part of this evolution, Carter’s is overhauling its approach to social media, rolling out revamped content, a new voice, and stories that showcase a variety of childhood experiences. The company is also initiating “Light Makers,” a creator program to elevate individuals who are making a difference in kids’ lives. This initiative aims to break through the overwhelming digital landscape and establish Carter’s as a reliable resource for young parents.
Additionally, Carter’s will introduce the Glow Grants program, providing grants to as many as 15 Light Makers over the next year in the U.S. and Canada. These grants are intended to empower these creators in advancing projects and advocacy efforts that aid children and families.
Results from Increased Marketing Investment
The extensive brand update comes after Carter’s, Inc. pledged to boost its marketing investment in 2024. The company already experienced a 5% increase in net sales for Q2 2026, growth that CEO and President Sharon Price John has linked directly to ramped-up marketing, as detailed in their latest financial report.
Shifting away from a focus on discounts, the new approach emphasizes storytelling and reaching parents through the channels they trust most, marking a strategic pivot towards fostering deeper connections, as Crockett emphasized.
Expanded Community Initiatives and Forward-Looking Goals
Further demonstrating its commitment, Carter’s is increasing investment in programs that benefit youth across the country. This includes ongoing work with the Boys & Girls Clubs of America and a new partnership with Outward Bound. These steps, according to Crockett, are intended to provide “concrete evidence” of Carter’s dedication—not just to clothing, but to supporting the next generation’s development and success.
“We’re making a firm commitment,” Crockett said. “Our platform is now dedicated to truly impacting society. While we understand we can’t fix everything, we’re determined to help enrich childhood wherever possible.”