Draft:Toi iho
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Comment: There is an issue with ref "2", which doesn't have any content. -- NotCharizard 🗨 09:55, 30 June 2026 (UTC)Thanks ! I should have fixed it ~~~~
Toi iho is a trademark that certifies the authenticity and quality of Māori art. The mark identifies work made by artists of Māori descent and assessed against a set standard.[1][2]
Origins and establishment
[edit]The idea of a mark of quality and authenticity for Māori art was first raised by Sir Āpirana Ngata in 1936 and proposed again by the New Zealand Māori Council in 1964. Te Waka Toi, the Māori arts board of Creative New Zealand, began developing the concept in 1997,[3] with the design led by master carver Dr Pakaariki (Paki) Harrison alongside a group of senior Māori artists.[4] A key part in the development of the mark was the incorporation of standards and evaluation of artist's work to ensure they are of high quality.[5][6]
The trademark was launched on 8 February 2002 at the Auckland Art Gallery Toi o Tāmaki.[7] A song composed by Hirini Melbourne was performed at the launch, with performances by Moana Maniapoto and the kapa haka group Te Waka Huia. The initiative was developed by Creative New Zealand through Te Waka Toi as part of its Cultural Recovery Package work.[8][9]
Originally toi iho developed four marks: toi iho Māori Made, toi iho Mainly Māori, toi iho Māori Co-production, and a Licensed Stockist mark. The companion marks recognised cross-cultural work between Māori and non-Māori artists and businesses.[1][6] After the withdrawal of funding the mark was reduced to just one: toi iho Māori Made.[6][10]
In 2009 Creative New Zealand decided to stop funding the management and promotion of toi iho, stating that many Māori artists were building successful careers without the mark and that reviews had found it had not met its aims. Reported administration costs were about $300,000 to $320,000 a year, the mark had been set up with just over $1 million of public funding, and uptake was low, with 15 of 200 artists using it at one Māori art market. The decision was criticised by some of those who had helped establish it.[11][12][13]
Community ownership and revival
[edit]After protests by Māori artists and arts advocates, the government agreed to return the mark to Māori.[10] In October 2010 Toi Iho Kaitiaki Incorporated (TIKI) became the legal entity responsible for the mark.[14][15] In 2013 the Toi Iho Charitable Trust was established to hold and administer the mark.[16]
In 2022 toi iho was registered as a charitable entity, and in 2023 received a grant from Manatū Taonga, the Ministry for Culture[17] and Heritage, to revitalise the brand. In 2024, toi iho formed an IP Rōpū. Following a hui at Rotorua in August 2024 with the IP Rōpū and Toi Iho artists Toi iho developed a tikanga process for Cultural & Intellectual Property Rights : Te Mana Whakamahi Mō Ngā Toi Māori.[18][19]
The trust is chaired by Elizabeth Ellis CNZM, JP.[4]
Awards and recognition
[edit]In 2025 toi iho received an Honourable Mention in the Jeonju International Award for Promoting Intangible Cultural Heritage (JIAPICH) managed by the ICH NGO Forum which is accredited to UNESCO under the 2003 Convention for the Safeguarding of the Intangible Cultural Heritage.[20]
References
[edit]- ^ a b "Te Mana Taumaru Mātauranga: Intellectual Property Guide for Māori Organisations and communities" (PDF). Ministry of Economic Development. Retrieved 29 June 2026.
- ^ "Toi Iho". Toi Iho. Retrieved 29 June 2026.
- ^ "Protecting intellectual property rights: the toi iho trademark in New Zealand". UNESCO Intangible Cultural Heritage. Retrieved 30 June 2026.
{{cite web}}: CS1 maint: url-status (link) - ^ a b "Mō mātou About us". Toi Iho. Retrieved 29 June 2026.
- ^ deBeer, Mariaan. "Protecting echoes of the past: intellectual property and expressions of culture". New Zealand Legal Information Institute. Canterbury Law Review. Retrieved 29 June 2026.
- ^ a b c Starr, Richard. "The Certification of Authenticity: Effects on product perception". The University of Auckland. p. 104. Retrieved 30 June 2026.
- ^ Hoffmann, Barbara T. (2006). Art and cultural heritage: law, policy and practice. Cambridge: Cambridge university press. pp. 416–417. ISBN 978-0-521-85764-2.
- ^ "Toi Iho Maori Made Mark Launch". scoop.co.nz. Scoop. Retrieved 29 June 2026.
- ^ Tizard, Judith. "Toi Iho Maori Made Mark will bring cultural and economic benefits to New Zealand". Beehive.govt.nz. New Zealand Government, 2002.
- ^ a b Mead, Aroha (12 June 2017). "Cultural Misappropriation Ongoing, Hurtful, Exhausting" (Presentation). WIPO. WIPO IGC 34TH SESSION. Retrieved 29 June 2026.
- ^ Tahana, Yvonne (22 October 2009). "$1m Maori art trademark for chop". NZ Herald. NZME. Retrieved 30 June 2026.
- ^ "Creative New Zealand statement on toi iho™". International Federation of Arts Councils and Culture Agencies. 21 October 2009. Retrieved 30 June 2026.
- ^ "Creative NZ axes trademark for Maori art". RNZ. RNZ. 22 October 2009.
- ^ Sullivan, B.; Tuffery-Huria, L. (1 May 2014). "New Zealand: Wai 262 report and after". Journal of Intellectual Property Law & Practice. 9 (5): 403–410. doi:10.1093/jiplp/jpu040. Retrieved 29 June 2026.
- ^ Starr, Richard (2011). "The Certification of Authenticity: Effects on product perception". The University of Auckland. p. 106. Retrieved 30 June 2026.
- ^ "TOI IHO CHARITABLE TRUST". New Zealand Companies Office. Retrieved 29 June 2026.
- ^ "Third Regeneration Fund decisions to support key cultural infrastructure". Manatū Taonga Ministry for Culture & Heritage. 29 May 2023. Retrieved 29 June 2026.
- ^ "Te Mana Whakamahi Mō Ngā Toi Māori Cultural & Intellectual Property Rights". Toi Iho. Retrieved 30 June 2026.
{{cite web}}: CS1 maint: url-status (link) - ^ Bradley, Gemma (4 December 2025). "AI poses major risk to Māori peoples treasured cultural IP". World Trademark Review. Law Business Research Limited. Retrieved 30 June 2026.
- ^ "The 2025 JIAPICH finalists have been announced". ICH NGO Forum. 3 June 2025. Retrieved 29 June 2026.
Category:Art Category:Intangible cultural heritage Category:Trademarks Category:Oceania