• by Sarah Mahoney , Yesterday

Carter’s, in the middle of a marketing-driven growth spurt, keeps rolling out new initiatives.

In recent weeks, the company has unveiled a new marketing platform that also includes a refreshed identity, launched a kids’ mental health initiative called the Childhood Confidence Project, and rolled out a Monster Room Scanner app, which lets parents turn that “check for monsters” ritual into an interactive experience.

The Atlanta-based company introduced “Watch Them Glow,” a 60-second film built on the idea that a single child’s light can brighten a home, and millions shining together can create a brighter world. The ads are running on CTV, including Roku, Disney+ and Hulu, as well as Carter’s digital and social channels.

The new campaign reflects the apparel brand’s renewed brand promise, “Let every child’s light shine.” It is accompanied by refreshed branding, including a new logo and visual identity.

The changes reflect an updated take on parenting -- one it hopes will resonate better with Gen Z.

Citing data from Pew Research Center, Carter’s says about 44% of U.S. parents say they are intentionally raising their children differently than they were raised.

Specifically, they say they are trying to accept children for who they are and encouraging them to follow their own path.

“Carter’s has had a front row seat to childhood for 161 years, and that has taught us something pretty simple: Kids arrive with a light and a uniqueness entirely their own,” said CMO Sarah Crockett, in the release. “Our role isn’t to create that light for them. It’s to recognize it, encourage it and give it room to shine. This evolution is about taking the trust we’ve earned through generations of helping families and putting it to work in new ways.”

That includes the Childhood Confidence Project, Carter’s just-launched initiative focused on supporting children's confidence and emotional well-being.

Carter's research found that 78% of parents of kids ages 2 to 10 have noticed their child changing what they do, like or choose because they are worried about what others think. And 49% say that has led their child to change their appearance.

Working with Becky Kennedy, best known for her Good Inside parenting method, the company says the 16-month project will work to examine the factors that shape children's confidence, and provide expert-backed resources, educational content and practical tools.

For a limited time, people can bypass the paywalled membership at Good Inside for free three-month access to that site, including parenting support content, live community events, and chat rooms with other parents.

Bedtime is another source of stress, especially for parents with kids ages 2 to 6. To make it more manageable, the company introduced a Not-So-Scary Monsters collection. Playful monster PJs, starting at $7, are part of the package, but so is a new Monster Room Scanner in the Carter’s app.

Parents can use it to “check for monsters” under beds and in closets.

Carter’s is the largest branded marketer of apparel for babies and young children, and the company credits the increased marketing tempo with recent sales momentum.

In its most recent quarterly results, revenue rose 5% to $615 million in the second quarter. “While there were a number of moving parts in the quarter,” Sharon Price John, CEO and president, said in the announcement, adding that “we believe these results are largely reflective of improved marketing efforts, the early benefit of productivity initiatives, and continued progress in the critical baby segment.”