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For other uses, see Etoy, Switzerland.

The correct title of this article is etoy. The initial letter is capitalized due to technical restrictions.

etoy is a conceptual art group that won the Prix Ars Electronica in 1996, and had a big "Toywar" with eToys Inc in 1999 for an historic domain name dispute about etoy.com

etoy sells etoy.SHARES (640.000) and travels in etoy.TANKS (40-foot cargo containers). Their main slogan is: "leaving reality behind".

toywar has been called "the most expensive performance in art history", citing eToys' market capitalization loss of $4.5 billion dollars during the conflict. However most analysts denied that this had been caused by the efforts of eToy and its supporters alone. The story is subject of the film documentary info wars.

etoy was founded 1994 in the Swiss Alps by Gino Esposto, Daniel Udatny, Marky Goldstein, Fabio Gramazio, Martin Kubli, Michel Zai, Hans Bernhard (etoy.ESPOSTO/etoy.CARL, etoy.UDATNY/etoy.DAVE, etoy.GOLDSTEIN/etoy.MARK, etoy.GRAMAZIO/etoy.TAKI, etoy.KUBLI/etoy.JACK etoy.ZAI/etoy.MATT, etoy.BRAINHARD/etoy.HANS).

etoy.PROJECTS include feature actions such as the digital hijack, *etoy.TANK-SYSTEM, etoy.SHARES and etoy.TANK-17.

"Leaving reality behind" by Regula Bochsler and Adam Wishart was released 2002. A book about the story of the etoy corporation, about the battle of etoy vs. eToys Inc. and whether the Internet was for the profit of the few or the pleasure of the many. The Financial Times described it as, 'an important story and as absorbing as a well-crafted thriller.' A UK (ISBN 1841155942) and a US edition (ISBN 1044292544) edition is available.

External links

• the operative etoy.CORPORATION
• the digital hijack
• toywar.etoy.com All about Toywar
• Etoy & Toywar - a selection of links
• etoy biography media art net

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