In November 1999, the Internet toy store initi-ated a trademark lawsuit against “” site etoy and other Internet activists responded by launching TOYWAR, a decen-tralized on-line mobilization against eToys, waged on fronts from shopping servers to on-line investors' forums. The author, one of the “agents” participating in TOYWAR, offers this analysis of the successful campaign of resis-tance, carried out in keeping with etoy's artistic project: “the exhibi-tion of the bizarre practices of the financial world.” eToys eventu-ally dropped its suit, having suf-fered $4.5 billion in lost stock value in the interim.

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