Iconic children’s apparel brand Carter’s has named Mischief @ No Fixed Address its new creative agency of record. The award was made without a formal review.  

The selection comes as the company, founded in 1865, looks to propel brand growth and equity with marketing aimed at loyal customers and a new generation of parents.   

“We want to be as relevant and top-of-mind for Gen Z as we have been for the generations of parents before them,” said Carter’s chief marketing officer Jeff Jenkins. “To do that, Carter’s needs to be where this new generation is living—at the forefront of culture—and be there in unignorable and unexpected ways which underscore Carter’s place in their lives.”   

Mischief will lead all brand strategy and the launch of a new creative platform to be unveiled later this year. The shop is also tasked with developing creative that catapults the baby clothing retailer—which also owns OshKosh B’gosh, Little Planet and SkipHop—into the cultural zeitgeist.   

Greg Hahn, co-founder and CCO at Mischief, said: “We immediately knew these were our kind of people. We both see this as a chance to build on what people know and love about the brand and frame it in new and unexpected ways. It’s a category they pretty much defined, now they are out to defy it.”