Toi Iho is the very core, the essence of Māori Art. Where it comes from, its origins, its narrative, its histories, what we call 'teikaka', the heart of it. Toi Iho differentiates what has been made by Māori hand and what has not.
Toi Iho signifies Māori made and the best of Māori art.
Toi Iho's commitment to nurturing emerging artists like me is truly incredible. I’m proud to be associated with Toi Iho, an organisation driving Māori art forward.
Hemi Macgregor
Toi Iho unifies a community of Māori creatives centered on the foundations of one's whakapapa and artistic excellence.
Kelcy Taratoa
Toi Iho ensures the authenticity and quality of Toi Māori.
We are a community of Māori artists, and actively promote Māori art, enhancing visibility for a diverse range of expressions—from traditional forms to contemporary interpretations of our stories and culture.
We protect against imitation and cultural misappropriation of Mātauranga Māori and Māori art through our IP advisory panel.
Toi Iho was established to promote and safeguard the authenticity of Māori art.Toi Iho extends beyond being just a mark; it symbolises a community of artists collaboratively advancing Māori art. Achieving recognition as a Toi Iho artist signifies that your work is acknowledged as genuine Māori art, actively contributing to the preservation and promotion of Māori culture.
As a part of this community, you can expect comprehensive support, engaging wānanga sessions, networking opportunities, and assistance with intellectual property (IP). Joining this collective effort means becoming an integral part of a community dedicated to uplifting and promoting Māori arts.
The Toi Iho mark, strategically designed to assist consumers in identifying authentic Māori art, provides a distinct market advantage for artists holding this designation. The recognition associated with the Toi Iho mark can result in heightened sales and expanded market access for your artwork. In addition, the mark signifies that your artwork adheres to specific quality standards, appealing to buyers seeking high-quality, genuine Māori art.
No. Toi Iho focuses on the authenticity of the artwork and its alignment with Māori cultural traditions. Artists, whether professional or emerging, are evaluated based on the adherence to specific standards set by Toi Iho.
There are currently no registration fees for artists.
Apply using the form on the Toi Iho website, with four high resolution images of your work and one image of you. You should also demonstrate that you have an understanding of Māori elements of design and how your work reflects customary or contemporary aspects of Te Ao Māori, the world of Māori.
We send your application to our assessors to review. Our assessors are selected from senior artists, depending on your art discipline. We have assessors across the entire range of Toi Māori.
The assessment may take up to two months depending on how busy our assessors are. We will email you to let you know the result of your application. If you are unsuccessful the assessors will share feedback and guidance. You are welcome to reapply when there is new information with supporting evidence that your practice has changed and your work is more widely known.
Before you begin the registration process you'll need the following:
TOI IHO and the TOI IHO logo are taonga and trade marks of Toi Iho Charitable Trust. Toi Iho Charitable Trust is the kaitiaki of the taonga and owner of the trade marks. All use of these taonga and trade marks must be consistent with rules, policies, and tikanga set by Toi Iho Charitable Trust.
