Walmart has shut down a branded space in Roblox called Universe of Play after six months, according to a blog post from Truth in Advertising.org (TINA.org), a nonprofit consumer advocacy group.

The retailer will continue to bring the fun with Walmart’s Universe of Play – the ultimate virtual toy destination in Roblox, just in time for those oh-so-real holiday wish lists.

Those two virtual worlds, "Walmart Land" and "Universe of Play," let Roblox players collect new virtual merchandise, play games featuring popular toys and characters, earn toys from a blimp ...

These two new Roblox “experiences” are called “Walmart Land” and “Walmart’s Universe of Play.” Both launched in Roblox earlier today.

Image Credits: Walmart Similarly, the groups take issue with Walmart Land, another Roblox virtual world where kids can play as avatars and where Universe of Play is also marketed.

Dive Brief: Marking a new Roblox experience, Walmart has introduced Supercampus, a back-to-school-themed game, the retailer announced Wednesday. Players aged 13 and up can solve puzzles and play using ...

The retailer said it will continue to bring the fun with 'Walmart's Universe of Play' - the ultimate virtual toy destination in Roblox, just in time for those oh-so-real holiday wish lists.

Walmart has removed Universe of Play from metaverse platform Roblox after Truth In Advertising (TINA) and three other consumer groups labeled it an “advergame” that exposed young children to ...

The second experience, Walmart’s Universe of Play, will offer immersive games featuring characters ... said he knows customers are spending “loads of time” on Roblox, in a press release from the ...

Walmart has developed two metaverse experiences on Roblox servers as a form of outreach to younger audiences and increasingly online customer demographics.

Roblox users will be able to unlock exclusive content, check out exclusive Walmart virtual areas and see top artists perform with the new partnership. Walmart will use its Universe of Play as a ...