etoy is a group of artists working on the internet since 1994. The group's first and most publicized action was the "digital hijack" in 1996, in which they tricked a number of major search engines to list fake pages first for many popular search terms. About 1.5 million searchers were diverted to etoy's own hijack site. The action won etoy the 1996 Golden Nica in the internet art category at Ars Electronica.

In the Fall of 1999, etoy was the focus of a domain name dispute with online retailer eToys, Inc., who sued the artists for trademark infringement and dilution. After a preliminary injunction took etoy's site offline on November 28, 1999, support around the internet community for etoy resulted in a boycott campaign against eToys.