etoy is art and invests all resources in the production of more art. The firm represents the core and code of the corporate sculpture. It controls, protects, promotes, and exploits the cultural substance (intellectual property / etoy trademark) and the etoy.ART-COLLECTION. etoy intends to reinvest all financial earnings in art - the final link in the value chain.
etoy / aka etoy.CORPORATION - founded in 1994 - is known for its pioneering role in internet art (etoy.INTERNET-TANK-SYSTEM / etoy.com, 1995), controversial operations like the digital hijack (1,5 million search engine users kidnapped in 1996), the domain name battle TOYWAR with eToys.com (an American multi billion dollar company that tried to take over the etoy.com domain name in 1999) or the etoy.TANKS (mobile studio and exhibition units built in standard shipping containers). etoy twists artistic production and appearance in a world dominated by ambivalent parameters: mass production and consumption of information and goods, global transportation, branding, maximization of profits, growing complexity, technological penetration of life and virtualization. etoy is incorporated as a privately held shareholder company to replace the traditional concept of the genius artist with a brand that is owned, controlled and fed by hundreds of stakeholders: 25 etoy.AGENTS, a few investors, art collectors and many fans. The only available product in the art market is the etoy.SHARE: unique Swiss stock certificates visually document the etoy.HISTORY and represent the idea of sharing intangible assets such as knowledge, passion and code or social networks and cultural value. etoy.SHAREHOLDERS invest their workforce (agents, contributors and advisors) or cash (art collectors, donors and fans) into the venture that is art and reinvests all profits into the production of more art. Depending on the market situation and projects between 10 and 25 etoy.AGENTS work for the art group in return for etoy.SHARES.