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etoy.CORPORATION, an art group registered as a Swiss corporation, has been using internationally standardized (physical, virtual, legal and technical) containers to construct a global corporate sculpture since 1994. This "corporate sculpture" serves no purpose other than art - that is, the reflection of contemporary culture and its critical interaction with it.[1]

etoy.CORPORATION is art and invests all resources in the production of art beyond traditional dimensions. The aim is to take the resources, tools and legal framework of our time to create a corporate sculpture - a shareholder company registered in Zug/Switzerland that has no other purpose than cultural value. The privately held company etoy.CORPORATION SA issues etoy.SHARES (more information) to compensate its artists, investors, collectors and supporters. etoy.VENTURE association was founded 1994 and is registered in Zurich. This non-profit organization operates etoy.TANK-PLANTS in various cities, takes care of etoy.SOCIAL-ACTIVITIES, runs etoy.DAY-CARE and establishes MISSION ETERNITY - a digital cult of the dead. [2]

In the years 1999 to 2001, there was also a brand and domain name conflict with the American company eToys Inc., which became the largest online toy retailer during the boom years and reached a peak market value of around 10 billion US dollars. The fight for the rights to etoy.IDENTITY went down in history as a "TOYWAR" and is now part of textbooks. More than 400 international media have reported (from the New York Times and CNN, Art in America, to the Wall Street Journal). The group etoy has rejected very high financial offers of the counterparty precisely because the defense and preservation of the abstract identity container (TRADE MARK) in the case of etoy is much more important than the identity of the individual agents.[1]