MORROW, Ga. – Carter's, the leader in the children's apparel industry, named Mansour Design, the well-known retail design group, to create imaginative and fun-filled Carter's shops and point of sale marketing for department and specialty stores. The new shops showcase the company's full line of Celebrating Imagination products for children including apparel, play items, room décor items and accessories. The breakthrough concept is an integral part of Carter's new brand theme, Celebrating Imagination, which positions Carter's as a total lifestyle brand that goes beyond the children's apparel market.
“James Mansour's reputation as a brand visionary is well-deserved,” said Fred Rowan, chairman and chief executive officer of Carter's. “Mansour Design is the kind of dynamic partner Carter's needs to translate its creative leadership in the children's apparel industry into explosive growth.”
In the Carter's Imagination Shop, children can draw on the walls and fixtures, bang on drums, and see themselves in funny mirrors. At the center of this world is the Imagination Machine, a totally interactive, hands-on and informational kiosk that offers parents and children the celebratory experience of shopping. Children can crawl into the Imagination Machine and hear sounds or play with interactive games while parents can access interactive information on ways to imaginatively nurture their child's development.
The store showcases art created by children, which is an integral part of the window displays, hangtags and shopping bags. As part of Carter's brand theme, there are products to celebrate all the special milestones in a child's life: first trip, birthdays, even a tooth fairy kit. All the kits provide parents with creative activities that they and their child can do together. Furthermore, children are encouraged to create artwork that can be sent back to Carter's and included in future displays and merchandise.
Parents can buy a complete assortment of Carter's items for children, newborn to age six, in the Imagination Shop. The concept was launched with the John Lennon - Real Love CollectionÔ featuring artwork by John Lennon. Lennon created the art when he was teaching his son, Sean, to read. It is a moving symbol of his devotion as a father and an artist. The shop also includes footwear, accessories, music, room décor items and play products. This entire collection incorporates the quality, design and imagination associated with Carter's products.
“This is a huge opportunity for Carter's to set itself apart as a leader in a shopping experience that explodes in color, design, movement and music which celebrates imagination everyday,” said James Mansour, chairman and founder of Mansour Design. “This brand has been loved by families for over 130 years. We look forward to extending the magic it shares with the consumer.”
James Mansour founded Mansour Design in 1993 as a logical extension of a 15-year career as head of retail brand design for Limited, Inc. He has championed the design of a variety of notable projects including the award-winning Warner Brothers flagship store on Fifth Avenue, New York; Early Learning Centre and Adam Childrenswear in London; Henri Bendel in New York; Victoria's Secret; and Bath and Body Works.
He is best known as the creator of the world-renowned Sony Style Store in Manhattan, a high touch interactive experience for Sony products. The firm is currently developing several more stores for Sony in San Francisco, Berlin and Tokyo.
Known to millions of mothers and grandmothers, Carter's is the number-one brand in baby through age six. In 1999, Carter's will sell more than 60 million units. Since 1865, Carter's has been the leading marketer in the children's apparel business. It is the favorite brand for young children.
Suzanne Calkins
Carter's
(212) 868-1600
Mary Duffy
The Dilenschneider Group
(212) 922-0900