On September 10, 1999, eToys, Inc. decided that they wanted to associate another buzz term with its brand. They obviously felt that being termed a 'reverse domain name hijacker' would boost their Christmas season sales. On this day, eToys brought a lawsuit against etoy (no 's') for its ownership and use of the etoy.com domain name. They charge that "the antisocial, obscene, and offensive images associated with defendants' use of the mark 'etoy,' both on the Internet and elsewhere, have tarnished the ETOYS® mark and the eToys brand name..." While this is extremely humorous, this is only the beginning... 

etoy is a group of "agents" in the field of art, graphic design, dance, poetry, and literature. Their sites, including etoy.com, contain artistic content and information about artistic actions and bold statements orchestrated by etoy agents. It has always been controversial and has only loving fans and sworn enemies. An interview of one etoy agent shows their attitudes and humous natures. 

Last Monday (11/29/99), a California state court placed a preliminary injunction on etoy. The court ordered that etoy.com be shut down enforced by a penalty of $10,000 per day. 

Why did eToys have such a problem with etoy?
What's the entire story?
What other accusations did eToys charge etoy with? 

This page is only the beginning of our coverage of this outrageous legal matter. This site will show what happens when lawyers have nothing to do. The specifics of this story are extremely humorous. Stay tuned...