The internet company is shutting down its children’s merchandise store lilt, its popular kids’ merchandise store that sold t-shirts, hats, scarves, and other items designed to help children learn.
The store was started by Facebook co-founder Dustin Moskovitz, and is the largest of its kind on the internet.
Facebook said it will be “rebranding the store” and will focus on children’s toys, hats and other merchandise.
The company did not immediately respond to a request for comment.
Facebook bought lilt in 2016 for $500 million.
Moskovits son Adam, who has a passion for the business, said he’s already been contacted by hundreds of families who are unhappy with the decision to close down the store.
“This is about the children, and we will continue to fight for them in this fight,” Moskovitzes son told ABC News.
The lilt store’s closure comes as Facebook is trying to build up its business with children.
Last week, the social media giant announced plans to open a new children’s app store in partnership with toy company Hasbro.
The app store will include apps for Barbie, Mario, SpongeBob SquarePants, and more, according to a press release.
Facebook has also partnered with toy manufacturer Hasbro for a children’s series called The LEGO Movie.
Facebook will continue working with Hasbro to develop and release new LEGO toys for kids, Moskovs son said.
“We will continue pushing the next generation of digital children’s content,” he added.
In an effort to boost its advertising revenue, Facebook is also adding new product categories, including toys, toys with cameras, and apps.
The move comes amid an ongoing debate about whether the company should be a parent or an advertiser.
Earlier this month, Facebook announced that it was suspending the ability of parents to buy and sell child-friendly products at the company.
Facebook says the move will help it focus on its core business, which is the building and marketing of its online advertising business.
The decision follows Facebook’s decision to cut off its advertising from the platform, which the company says is not meant to allow advertisers to influence the content of the news feed.
Facebook also removed advertising from Instagram.
Facebook had previously announced that the company would no longer allow children to use the app to purchase and sell products.
The new rules will be in place through September.