The Rebbeim of Chabad emphasized celebrating personal birthdays. A number of recommmendations are outlined in the sefer הוראות הרבי. They are given by the current Lubavitcher Rebbe as directives for all Jews:
-- One should make a cheshbon tzedek, an accounting of one's righteousness. "On a birthday, a person should examine how he has developed over the past year, so that this progress will serve as a basis and foundation for his continued spiritual growth ad infinitum in all matters of good and holiness."
-- One should take on hachlatos (resolutions) for spiritual improvement and tell family members about them
-- One should make a farbrengen, a chassidish gathering, with good friends
--One should thank H' for his existence, ideally with a bracha (shehechyanu on a new fruit/garment if possible)
"Even the birthday of a very young child should be celebrated. However, this is especially so once a child has reached the age of chinuch [approximately age 3], when he is old enough to be told the significance of his birthday. This should then be expressed in actual good deeds and proper conduct, giving pride and satisfaction to his parents, all of Klal Yisrael, and Atzmus U'mehus [the Essence and Being, i.e., of G-d]!"
Parents are instructed to give tzedakah, increase in Torah study, and reflect on their privilege and good fortune -- and increase their efforts in raising/educating their child to follow the correct path -- on their child's first birthday. Parents should generally observe children's birthdays as a time of celebration, of praise, and of thanksgiving to G-d
-- Customs for Chabad chasidim include being called up to the Torah on the Shabbos before the birthday and/or being called up to the Torah on the day of the birthday; giving tzedakah before shacharis and before minchah on the birthday or on the days before/after; studying an additional shiur in nigleh and Chassidus; saying at least a sefer of tehillim; learning his new chapter of Tehillim (that is, corresponding to his new age +1); learning all or part of a chassidic maamar by heart and reciting it before others in public
"Everyone should begin to mark his personal birthday. This will serve as the greatest zechus for her neshamah."