Carter’s launches 60‑second “Watch Them Glow” spot to refresh brand for Gen Z parents

Carter’s launched its “Watch Them Glow” campaign on Tuesday with a 60‑second television and digital spot aimed at connecting with Gen Z and millennial parents. The spot introduces a new logo that replaces the apostrophe with a shooting star and is part of a broader identity refresh rolling out this year, with further updates to retail, product and packaging slated for 2027.

The campaign also includes a revamped social media strategy, a creator program called Light Makers, and multiyear partnerships with organizations that support children and families. It will air on connected TV platforms such as Nexxen, Roku, Disney+ and Hulu, as well as on Carter’s own digital and social channels. Carter’s says the refresh is grounded in Pew Research Center findings that nearly half of U.S. parents are raising their children differently than they were raised, emphasizing acceptance and individual paths. The move follows the company’s decision to increase marketing spend this year, a step executives linked to recent revenue gains.

“This is a job to be done over multiple years,” Chief Marketing Officer Sarah Crockett said.

“Today’s generation of parents are really embracing this notion of self-expression,” Chief Marketing Officer Sarah Crockett said.

Carter’s had not updated its logo since 2000, making this the brand’s first new logo in over two decades. The work follows plans by parent Carter’s, Inc. to increase marketing spend this year, a move that executives said has already contributed to recent revenue gains.

What we know

• The campaign features a 60‑second spot.

• The new logo replaces the apostrophe with a shooting star.

• The refreshed identity will roll out this year with further updates planned for 2027.

• Nearly half of U.S. parents say they are raising their children differently than they were raised.

• Carter’s plans to increase marketing spend this year, which executives said contributed to recent revenue gains.