toi iho

Creative New Zealand statement on disinvestment in toi iho™

Creative New Zealand has decided to no longer invest in managing and promoting toi iho™, a trademark denoting the quality and authenticity of Māori art. There are four trademarks, toi iho™ Māori Made, toi iho™ Mainly Māori, toi iho™ Māori Co-production and toi iho™ Licensed Stockist.

Creative New Zealand has become increasingly aware, through reviews, market research and artist feedback, that although there are artists who actively use toi iho™ to leverage their work, many more Māori artists are making successful careers without the need for the toi iho™ trademark.

For many Māori artists, the quality of their work speaks for itself and this is reflected in a growth of opportunities for consumers to buy Māori art from specialist Māori art and general galleries, the Internet and Māori arts markets. Creative New Zealand has conducted several reviews of toi iho™ since its inception and a consistent theme was that while the ideas underpinning the brand have considerable merit, it has failed to deliver on its promise in terms of increasing sales of Māori art by licensed artists and stockists (retailers).

The funds that supported its operation will be reallocated to other Creative New Zealand Māori arts development initiatives. Creative New Zealand is currently advising licensed toi iho™ artists and stockists of the process to wind-down their use of the trademark. This is expected to occur over a three month period. If you are a licensed toi ihoTM artist or stockist and have any questions about the process, please contact Creative New Zealand’s Māori Arts Services team. Please email them here

FAQs on toi iho™ disinvestment

What is happening with toi iho™?
Creative New Zealand is no longer investing in managing and promoting toi iho™.

What will happen to the funding that was being used to promote toi iho™?
The funds that supported its operation will be reallocated to other Creative New Zealand Māori arts development initiatives.

What does the disinvestment in toi iho™ mean for me as an artist?
Creative New Zealand will not be licensing or promoting the Mark.

What about the marketing initiatives around toi iho™, will they still exist?
No, the marketing opportunities around toi iho™ will no longer be available through this initiative.

What can I do as an artist to continue my relationship with Creative New Zealand?
In the first instance speak to Manager Māori Arts Services Muriwai Ihakara or the Senior Māori Arts Adviser, Haniko Te Kurapa.

toi iho™ seemed to be under review for a long time, why was this?
Over time, successive attempts were made to find a successful business model however no viable alternative was identified.

What shall I do with the toi iho™ labels I have purchased from Creative New Zealand?
You can either continue to put them on your work or return them to us at Creative New Zealand for a refund.

What does the disinvestment in toi iho™ mean for me as a retailer?
There will be no promotion of the brand including the advertising that has existed in the past.