Carter’s Launches 'Watch Them Glow' Rebrand to Reconnect with Gen Z Parents

Key points

• Carter’s introduced a new logo replacing the apostrophe with a shooting star, symbolizing individuality, as part of its 'Watch Them Glow' campaign.
• The campaign, which launched September 15, 2026, targets Gen Z and young millennial parents through emotional marketing and a new creator program called 'Light Makers.'
• The rebrand is part of a multi-year strategy to modernize the brand, with full retail and packaging updates scheduled for 2027.
• Carter’s Inc. has recently seen improved financial metrics, including a 5% net sales increase in Q2 2026 and a 10.5% rise in U.S. comparable sales in Q1 2026.
• The company is investing in partnerships with organizations like Boys & Girls Clubs of America and Outward Bound to reinforce its brand values.

Background

This rebrand follows a period of significant corporate restructuring for Carter’s Inc. In late 2025, the company eliminated 15% of its corporate workforce and closed 150 North American stores to address high product costs and tariff impacts. Leadership transitioned from Douglas Palladini to Sharon Price John, formerly of Build-A-Bear Workshop, in May 2026. The archive notes that while the 2000s nostalgia trend highlights a shift in generational values, Carter’s is specifically pivoting toward the values of Gen Z parents, who prioritize self-expression and digital community engagement over traditional retail models.

How outlets are covering it

Marketing Dive emphasizes the strategic shift toward emotional storytelling and digital engagement, highlighting CMO Sarah Crockett’s focus on 'upper-funnel' marketing to build brand consideration beyond price. CNBC, however, frames the rebrand as a critical recovery effort for a company that has seen its stock plunge over 50% in three years. While Marketing Dive focuses on the creative and social media aspects of the 'Light Makers' program, CNBC underscores the financial necessity of the change, noting that the brand must evolve to remain relevant in a competitive market. Both sources agree that the rebrand is a multi-year commitment, but CNBC places greater weight on the recent financial turnaround and tariff refunds as the catalyst for this new direction.

Why it matters

The rebrand signals a broader industry shift in children’s retail, where heritage brands must adapt to the values of new parent generations. By prioritizing self-expression and digital community, Carter’s is attempting to secure long-term loyalty among Gen Z consumers, who are increasingly influential in purchasing decisions. This move also highlights the importance of brand values in modern retail, as consumers seek brands that align with their parenting philosophies and social media influences.

What to watch

Carter’s plans to roll out the refreshed identity across all channels in 2026, with additional retail and packaging updates in 2027. The company expects net sales to grow between 2% and 3% for the full fiscal year. The 'Light Makers' creator program and 'Glow Grants' will expand in the U.S. and Canada, with up to 15 grants awarded in the first year. Continued focus on partnerships with organizations supporting children and families will be a key part of the brand’s long-term strategy.