Carter’s Updates Logo and Marketing to Reach New Parents 2026

Prime Highlights-

Carter’s has launched a new logo and marketing campaign to connect with younger parents.
The company is focusing on Gen Z as an increasingly important group of parents and customers.

Key Facts-

Carter’s is a 161-year-old children’s clothing brand whose major brands include Carter’s and OshKosh B’gosh.
S. comparable sales rose 10.5% in the first quarter of 2026, while net sales increased 8.1%.

Background-

Children’s clothing retailer Carter’s is updating its brand as it works to respond to changing customer habits and improve business performance. The 161-year-old company has introduced a new logo and marketing campaign designed to strengthen its connection with today’s parents and caregivers.

The rebrand comes after several difficult years for Carter’s. The company has reduced its store footprint and cut part of its corporate workforce as competition in the baby and children’s clothing market has increased. Its namesake brand and OshKosh B’gosh products are sold through company stores and retailers such as Walmart, Target and Amazon.

Carter’s financial performance has also faced pressure. Adjusted net income fell to $126.1 million in fiscal 2025 from $210.7 million a year earlier. The company had previously cited higher product costs, tariffs and increased investments as factors affecting profitability.

However, recent results have shown improvement. In the first quarter of 2026, U.S. comparable sales increased 10.5%, while net sales rose 8.1%. The company also reported growth in new customers during the second quarter, with Gen Z shoppers increasing by a mid-teens percentage.

The company is now placing greater focus on Gen Z as this group is expected to represent a significant share of new parents in the coming years. Carter’s said younger parents often allow children more choice in clothing and use social media to discover products and make buying decisions.

The new brand campaign will reflect these changing behaviors. Carter’s plans to introduce the rebrand across its channels during 2026, followed by additional retail and packaging changes in 2027.