Creative NZ scraps Maori art trademark toi iho
The toi iho trademark for Maori artists, set up seven years ago to certify the quality and authenticity of Maori art, has been scrapped by Creative New Zealand.
The trademark was also designed to authenticate exhibitions and performances of Maori arts by Maori artists.
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.
The move has been criticised by some of those who set it up and Maori artists. Read the Creative New Zealand statement below, follow the links to the news stories and use the comment box to have your say.
Creative New Zealand statement on 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 Maori art. There are four trademarks, toi iho™ Maori Made, toi iho™ Mainly Maori, toi ihoTM Maori 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 Maori artists are making successful careers without the need for the toi iho™ trademark.
For many Maori artists, the quality of their work speaks for itself and this is reflected in a growth of opportunities for consumers to buy Maori art from specialist Maori art and general galleries, the Internet and Maori 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 Maori art by licensed artists and stockists (retailers).
The funds that supported its operation will be reallocated to other Creative New Zealand Maori 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.
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Related Links
Creative New Zealand FAQ
NZ Herald: $1m Maori art trademark for chop
Radio New Zealand: Creative NZ axes trademark for Maori art
Taranaki Daily News: Artists mourn trademark loss
Comments
29 October 2009 - 9:57 AM
What do you think of this decision? Use the comment box to have your say.