Business
Carter’s Launches ‘Dadfirmation Station’ Hotline to Remind Dads They’re Doing a Great Job
ATLANTA, June 15, 2026--Carter’s Inc. (NYSE:CRI), North America’s largest and most-enduring apparel company exclusively for babies and young children, today announced the launch of "Dadfirmations"—a first-of-its-kind national hotline designed to uplift dads ahead of Father’s Day through heartfelt messages from the people who matter most: their kids.
About this update from Carter's, Inc.
As new survey reveals self-doubt among dads, Carter’s invites kids to share heartfelt messages of affirmation for Father’s Day Key Facts ATLANTA, June 15, 2026--(BUSINESS WIRE)--Carter’s Inc. (NYSE:CRI), North America’s largest and most-enduring apparel company exclusively for babies and young children, today announced the launch of "Dadfirmations"—a first-of-its-kind national hotline designed to uplift dads ahead of Father’s Day through heartfelt messages from the people who matter most: their kids. Today’s dads are stepping up in meaningful ways, but like all parents, they’re also navigating a constant learning curve. That journey often comes with feelings of self-doubt—and new research from Carter’s shows many dads are quietly questioning whether they’re doing a good job. According to the findings, nearly 3 in 4 dads (74%) admit to doubting themselves as a parent, 59% say they’ve compared themselves to other dads, and 84% feel pressured to seem like they "have it all together." Carter’s knows parenting is a journey, so ahead of Father’s Day, the brand is inviting children across the country to share words of encouragement, appreciation, and advice for dads and father figures through "Dadfirmations." From June 16 through June 21, kids can call 1-844‑DADS-RULE to record a short message sharing why their dad is special and celebrating the everyday moments that make him great. Then, on June 21, dads can dial the same number to hear a rotating collection of these uplifting messages—real kids delivering real reminders that dads are, in fact, showing up in meaningful ways. And as it turns out, this is exactly what dads want most: When asked what they want for Father’s Day this year, 65% said "words of affirmation." "Today’s dads are more engaged than ever, but like every parent and partner, they’re also learning and growing every day," said Sarah Crockett, Chief Marketing Officer at Carter’s, Inc. "No one has all the answers when it comes to parenting. The reality is, we’re all just figuring it out as we go, and moments of uncertainty are simply part of the journey. With ‘Dadfirmations,’ Carter’s is offering a meaningful boost of encouragement to help dads keep showing up with confidence." In addition to the national hotline, kids and families can also record "Dadfirmations" in person at se...