Authentic Māori Arts and Crafts

... the Toi Iho Mark

The Toi Iho Mark is a registered trade mark used to promote and sell authentic, quality Māori arts and crafts.

It was facilitated by Te Waka Toi, the Māori Arts Board of Creative New Zealand, in consultation with Māori artists.

When attached to an artwork, the Toi Iho Mark guarantees it was created by a person of Māori descent and provides an assurance of quality.

Each label is individually numbered and you can find out about the artist and their work by visiting the Toi Iho website.

Design of the Toi Iho Mark

The Toi Iho Mark was designed by a team of senior Māori artists led by master carver Dr Pakaariki Harrison.

The Toi Iho Mark is underpinned by the following principles:

embody a whakapapa (genealogy) base - Toi Aho
distinguish Māori arts from other arts - Toi Kaupapa
guarantee the work is made by a person of Māori descent - Toi Motuhake
recognise the quality and innovation of the Māori art culture - Toi Maurangi
recognise the intellectual and cultural property rights of Māori artists - Mana Motuhake
maintain and develop the integrity of the Māori art culture - Whakaruru Toi Iho
promote Māori arts and artists nationally and internationally - Oranga Tinana

Māori Arts and Crafts

Historically, Māori did not separate their creations into art, artefacts or culture. For them, creativity superseded such classification. Māori taonga (treasures), now admired as art, were originally created for practical purposes but were also associated with:

mana (prestige),
tapu (highly valued and restricted), and
whakapapa (genealogy)

Hence the importance of establishing a mark of authenticity and quality for Māori arts and crafts. Māori Art is not only art...

"Māori art is inseparable from Māori culture. It is like a living organism that exists in the spirit of our people and drives them toward wider horizons and greater achievement."

Highly decorated carved houses, canoes, paddles, weapons, agricultural tools, musical instruments, personal adornment, clothing, basketry and fishing gear often became beautiful works of art...

Forms of Māori Arts and Crafts

Māori images, symbols, designs and motifs give an insight into the Māori essences of life.

Today, Māori artists are still creating traditional arts while contemporary Māori artists are developing innovative new techniques, materials and themes within the styles handed down by their ancestors through generations.

Māori arts and crafts take the forms of:

carving (wood, bone, greenstone);
traditional and contemporary jewellery;
weaving (fibre, baskets, cloaks, mats);
claywork and sculpture;
painting and design;
multi-media works;
literature both in te reo Māori and English;
musical instruments;
weaponry;
performance arts such as kapa haka and waitata;
contemporary song and dance;
music, from haka to hip-hop;
theatre; and
film.

Users of the Toi Iho Mark

Users of the Toi Iho Mark are Māori artists, individuals or groups, who have verified their Māori descent and have proved their ability to create quality works. As licensed users, they may use toi iho stickers, labels or swing-tags on their works.

You can find all artists who are licensed users of the mark on the Toi Iho website.

And you can find the licensed stockists of Toi Iho Artworks here.

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