Kids Clothing Maker Seeks Shop

Wants Makeover to a ‘Total Lifestyle Brand’
NEW YORK–The leading supplier of baby and toddler clothes in the U.S. is contacting agencies to handle its estimated $2 million account.
The William Carter Co. started its search last month and hopes to hire a shop by August. Its most recent agency, Sietsema Engel & Partners in Minneapolis, folded last spring.
Since then, the Morrow, Ga.-based company has used freelance creative staff. Its most recent print ad features a close-up of a baby’s face and the 1960s tagline: “If they could just stay little ’til their Carter’s wear out.”
Past Carter shops include Boston-based Ingalls, Quinn & Johnson (now Ingalls Advertising) and Jordan, McGrath, Case & Taylor in New York, creator of the old tagline.
Traditionally, Carter has relied on print ads to position itself as “the favorite brand for young children,” said Suzanne Calkins, vice president of licensing and business development. In the future, however, “our goal is to be a total lifestyle brand,” she said.
In each of the past three years, Carter has spent $1-2 million on advertising, according to Competitive Media Reporting. With a new agency, however, ad spending is likely to increase, Calkins said.
Carter markets baby, toddler and young children’s apparel under the brands Carter’s, Carter’s Classic and Baby Dior, which are available at 138 outlets and 300 department and specialty stores. The clothes are designed for children up to age 6.