Walmart shut down its branded space in online platform and game creation system Roblox.
The decision was made amid rising concerns about children's privacy in digital environments.
Walmart's branded metaverse space Universe of Play was launched to reach younger consumers who spend time playing games online.
- The project was shut down six months after being launched.
- Walmart said, "Taking down some experiences to work on new [ones]" is part of its "innovation."
- The company said it plans to launch new content for its customers "soon."
- The decision to shut down Universe of Play came after advocacy groups sent letters calling for self-regulatory group the Children's Advertising Review Unit (CARU) to audit the digital space.
