Children’s apparel company Carter’s has launched a refreshed brand identity alongside a major marketing campaign.
This rebrand aims to cater to the evolving parenting dynamics while emphasizing its long-standing heritage within America as a business for over 161 years.
The specialty apparel retailer aims to support children and people raising them and give families trusted products through strategic partnerships.
The new identity will start to roll out across the retailer’s channels in 2026, with additional retail, product, and packaging elements following next year.
Sarah Crockett, CMO at Carter’s said: “Carter’s has had a front-row seat to childhood for 161 years, and that has taught us something pretty simple: Kids arrive with a light and a uniqueness entirely their own.
“Our role isn’t to create that light for them. It’s to recognize it, encourage it, and give it room to shine. This evolution is about taking the trust we’ve earned through generations of helping families and putting it to work in new ways.”
There is also a redesigned visual identity with a shooting star replacing the apostrophe in the Carter’s logo.
At the center of the campaign is a marketing film titled “Watch Them Glow,” which aims to showcase the trust the brand has established across seven generations and increase brand relevance.
The video advertisement will run across CTV from now through to December 2026 on Nexxen, Roku, Disney+, Hulu, and several other platforms, as well as Carter’s digital and social media platforms.
Moving forward, Carter outlined a plan to expand its investment in charitable children’s organizations such as Boys & Girls Clubs of America and began a new partnership with Outward Bound.
Additionally, the business outlined a transformation of its social channels’ strategy with a refreshed creative voice, brand storytelling, and emphasis on community-centered narratives.
Carter’s has also launched Light Makers, which is a new creators program that features talent from across North America.
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