23 September 2011
New Direction for Maori Trademark
The toi iho trademark of quality and authenticity is up and running again under a new entity, Toi Iho Kaitiaki
Incorporated (TIKI). The trademark was initially launched under Creative NZ in 2002 but has been transferred to TIKI
after Creative NZ made a decision to disinvest in it in 2009.
TIKI comprises a collective of Maori artists, curators and supporters of toi iho who are committed to managing the
future promotion of quality and authentic artworks under the Toi iho trademark.
TIKI is currently involved with the co-ordination of toi iho supported artworks in a number of VIP lounges at Rugby
World Cup stadiums throughout the country.
The coordinators include a number of Maori art specialists.
Professor Bob Jahnke, Kaiwhakaahua, Massey University, College of Maori Visual Arts has been responsible for the overall
coordination of regional coordinators and curators to select high quality artworks for display in the VIP lounges.
“The opportunities that have arisen through the revitalization of toi iho are a great opportunity to promote and
re-visit the quality and authenticity factor and acknowledge the value of recognising Maori artists and their works to a
worldwide audience,” said Jahnke.
VIP Coordinator at Rugby New Zealand 2011, Jane Mather, says the motivation for the VIP lounge project with TIKI, was to
showcase a New Zealand flavor as well as the quintessential Maori factor to an international audience.
“We wanted to bring a regional flavour to the RWC lounges through the use of local artists displaying their art during
pre and post match functions, such as pounamu, kete, carving, ceramics and the like,” said Mather.
TIKI uses social networks, such as Facebook to keep Toi iho Foundation members and the many supporters of toi iho up to
date with what is happening.
“The VIP lounge project is an example of our new direction with new perspectives to highlight and promote the quality
factor of authentic Maori art,” says TIKI Chair, Elizabeth Ellis.
ENDS