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 ihoTM Māori Co-production and toi ihoTM 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.