Carter’s, the well-known children’s clothing retailer, is undertaking a significant brand refresh aimed at connecting with a new generation of parents. The company announced plans to update its logo by replacing the traditional apostrophe with a shooting star, a symbol intended to represent each child’s individuality and potential. This new logo will begin appearing across Carter’s platforms in 2026, with stores, clothing, and packaging updates expected to follow in 2027.

The rebranding effort also includes a new tagline, “Let every child’s light shine,” and a fresh advertising campaign titled “Watch Them Glow,” which launched on September 15. The 60-second campaign highlights children’s personalities, curiosity, and imagination and will be featured on streaming services such as Disney+, Hulu, and Roku until December. Additionally, Carter’s plans to revamp its social media approach, introducing new content and a creator initiative called Light Makers.

Carter’s cited changing parental attitudes as a key reason for the rebrand. The company referenced Pew Research Center data indicating that 44% of U.S. parents are intentionally raising their children differently from their own upbringing. This trend is particularly relevant as members of Generation Z increasingly become new parents; the retailer reported a mid-teens percentage increase in new customers from this demographic during the second quarter of 2026.

Sarah Crockett, Carter’s Chief Marketing Officer, explained that younger parents tend to give children more freedom in choosing their clothing and frequently use social media for decision-making. The rebranding comes after a period of recovery for the retailer, which had closed 150 stores in 2025. Carter’s reported a 10.5% increase in U.S. sales and an 8.1% growth in net sales in the first quarter of 2026. Net sales rose 5% in the second quarter, while adjusted operating profit surged 54%. The company also benefited from approximately $128 million in tariff refunds, which had previously impacted its financial results.

Sharon Price John, who took over as CEO of Carter’s earlier this year after leading Build-A-Bear Workshop, emphasized the importance of evolving the brand to meet changing customer expectations. “Brands evolve. They have to. If they don’t evolve, they’re left behind,” she said, underscoring the company’s ongoing efforts to align its identity with shifting consumer preferences.