Social Rocket
Carter’s is reshaping its brand and social media strategy. On 15 September 2026, the US children’s clothing brand unveiled the platform “Watch Them Glow”, a new visual identity and the creator program “Light Makers”. The goal is to reach younger parents from Gen Z and the Millennial generation more strongly through digital and social channels.
Social media becomes part of the brand platform
The change goes well beyond a new logo. Carter’s wants to realign its social channels with new visual language, tone of voice, content pillars, product storytelling and community stories. In parallel, “Light Makers” launches with voices from the US and Canada who are active in supporting children and families in their everyday lives.
In this way, Carter’s treats creators not as an isolated campaign channel but as part of its brand positioning. This resembles a development visible at other brands too: Molson Coors has deliberately accelerated its creator workflows, while Old Navy is making creators a permanent part of its go-to-market strategy.
According to Carter’s, selected members of the Light Makers community will also be supported through Glow Grants. Up to 15 such grants are planned in the first year.
“Watch Them Glow” runs across CTV, digital and social
The centrepiece of the new brand platform is the 60-second film “Watch Them Glow”. It will run until December on connected TV services such as Roku, Disney+ and Hulu, as well as on Carter’s digital and social channels. The campaign focuses on children’s individuality and self-expression.
The brand identity is also being adapted: in the Carter’s logo, a star replaces the previous apostrophe form. The new design is first being rolled out 2026 across the company’s own channels; retail, packaging and other product elements are to follow 2027.
The official company announcement explicitly describes the social presence as part of this overhaul. The brand is therefore not only being updated visually but is also trying to adapt its communication to the media habits of younger parents. A similar shift from traditional familiarity towards active social presence can be seen at Five Guys, which now prioritises social content far more strongly.
Why Carter’s is investing more in marketing
The overhaul does not come out of nowhere. For its second fiscal quarter, Carter’s reported 2026 615,5 million US dollars in revenue, 5,2 percent more than in the same quarter of the previous year. CEO Sharon Price John attributed the development partly to improved marketing measures. At the same time, the company is investing more in demand generation and brand communication.
For marketers, the combination is what matters most: Carter’s links a long-term brand idea with social content, creators, CTV and community programs, rather than building a separate campaign for each channel. With younger audiences in particular, this can be more consistent than a short-term influencer activation that disappears after a few weeks.
Creators should deliver trust, not just reach
Carter’s also justifies its creator approach with a changed information landscape for parents. Instead of following only classic experts, many families now seek advice via social networks and other parents. The brand therefore wants to involve people who work as credible voices in this environment.
This is also the decisive test for “Light Makers”: whether it becomes more than a likeable brand initiative depends on how independently the creators can act, how transparently partnerships are labelled, and whether Carter’s nurtures the community over the long term.
Sources: Carter’s company announcement, Marketing Dive, Carter’s Q2-2026 results.