If you shop at Carter’s, you may notice something different the next time you visit the popular children’s clothing retailer.
Carter’s is getting a new look, replacing the apostrophe in its familiar logo with a shooting star. The retailer is also introducing a new tagline, "Let every child’s light shine," as part of a broader effort to update its brand.
The new logo will begin rolling out across Carter’s channels in 2026. Changes to stores, clothing and packaging are expected to follow in 2027.
The makeover aims, in part, at reaching a new generation of parents, particularly Gen Z shoppers, as Carter’s tries to build on recent improvements in its business.
What will Carter’s look like?
The shooting star is the most visible change. Carter’s says the symbol represents every child's
individuality and potential.
The retailer’s new advertising campaign, "Watch Them Glow," launched Tuesday, Sept. 15. The 60-second campaign, which focuses on children’s personalities, curiosity and imagination, will run through December on streaming platforms such as Disney+, Hulu and Roku.
Carter’s also plans to change how it presents itself on social media, including new content and a creator program called Light Makers.
Why is Carter’s changing its brand?
Carter’s says parents are changing, and the company wants its brand to reflect that.
The retailer pointed to Pew Research Center data showing 44% of U.S. parents who say they are intentionally raising their children differently from how they were raised.
That shift is especially important as Gen Z becomes a larger share of new parents. Carter’s said the number of new customers from that generation increased by a mid-teens percentage during the second quarter.
Chief Marketing Officer Sarah Crockett told CNBC that younger parents are more likely to let children decide what they wear and frequently use social media when making decisions.
Is Carter’s business improving?
The rebrand comes after a stronger stretch for the retailer, which followed the closure of 150 of its stores last year.
Carter’s reported a 10.5% increase in U.S. sales and an 8.1% increase in net sales in the first quarter of 2026, CNBC reported. Second-quarter net sales rose 5%, while adjusted operating profit increased 54%.
The company expects full-year sales to rise 2% to 3%. Carter’s also said it received about $128 million in tariff refunds after tariffs had hurt the company’s results.
Sharon Price John, who previously led Build-A-Bear Workshop, became Carter’s CEO earlier this year. She told CNBC the company is still working to improve, but said updating the brand is necessary to keep up with its customers.
"Brands evolve. They have to. If they don’t evolve, they’re left behind," John said.
Reporter Anthony Thompson can be reached at ajthompson@usatodayco.com or on X @athompsonUSAT
This article originally appeared on USA TODAY: Carter’s is getting a new look. Here’s what’s changing amid rebrand
