April 2010

• Autumnal Reading
  - Editorial
• Kiwiana Inspirations
  - Kiwiana-themed gifts
• The Power of Promotion
  - Talking the Talk and Walking the Walk
• Smart toys
  - Active Play and Mobile Accessible Play Unites Families in 2010
• Oven-to-table
  - From the oven to the table – in style
• Stationery - the Full Effect
  - Everyday stationery essentials that are turning heads

Kiwiana Inspirations

by Nikki Beecroft

From delightfully kitsch stuffed sheep and paua shell paraphernalia to sleek, modernised designs incorporating the koru and indigenous New Zealand motifs, Kiwiana remains a steadfast staple in the retail sector.

The land of the long white cloud is well known both for its icons of New Zealand-ness and innovative design, and the continued creative merging of these two elements has led to the sustained growth and popularity of Kiwiana-inspired gifts and homewares. Snapped up by tourists and locals alike, New Zealand retailers now boast a healthy mix of traditional and contemporary Kiwiana-themed gifts and souvenirs.

And Kiwiana junkies are no longer limited to tea towels and fridge magnets bearing the names and iconic symbols of small-town New Zealand ... unless of course that's what they're looking for. The innovative design interpretations of Aotearoa's unique identity can now be found modernised, stylised and creatively integrated into everything from sporting products, apparel and dining ware to awe-inspiring artworks and organic, reusable shopping bags.

Kiwi General Store owner Helen Fisher says the current market is seeing demand for both traditional and contemporary Kiwiana-inspired gifts. “I think there's a mix of both, but the traditional stuff is always going to be popular. Things like kiwis on golf balls are your bread and butter staples because tourists are always interested in buying uniquely Kiwi smaller items to take home,” she says.

“Locally, I think Kiwiana-inspired items are especially gaining popularity with the baby boomers because they're so nostalgic. There's just so much wistfulness tied up in Kiwiana items, and people really love that. Take the Four Square guy for example – the people behind him have taken a classic Kiwi icon and turned him in to all sorts of things.”

The geniuses behind Mr Four Square's iconic products are Icon Images NZ, and director Carolann Plamus believes Kiwiana-inspired gifts have taken a top-shelf position in 2010. “The Four Square items are still primarily popular with locals, but we also sell them to a lot of ex-pats. We also have American clientele buying the Andy Warhol-themed tea towel because of its pop art and pop culture connections, so the Four Square man is gaining appeal all over the world,” she says. “I think one of the reasons he's so popular is that Mr Four Square has a very cheerful countenance, and he's also non-threatening. When people see the products, they stop and smile – you can see them thinking about their childhood. Everyone has a happy memory about Four Square – it's something that seems to trigger a fun memory, and I think that can be said of much Kiwiana-inspired product nowadays.”

Plamus is also a firm supporter of tried-and-true Kiwi products with nostalgic overtones. “The nostalgia factor is very strong, but there are other factors too. The design element of Kiwiana products has improved tremendously over the past 10 years, so whether something features flax or toi toi, the level of design must carry the product beyond just being a slice of Kiwiana.”

Kinoo manager Elliot Alexander agrees that while both traditional and contemporary Kiwiana-inspired gifts are popular, the importance of good design should never be underestimated. “Whether traditional or more modernised Kiwiana products are going to sell best totally depends on the store,” he explains. “Kitsch, classic stuff is always going to sell in more mainstream stores, but there is definitely a demand for more modern interpretations for design-driven retailers.”

A successful marriage between classic and contemporary designs may be the key this year, as Alexander says one of Kinoo's top sellers has been a tote bag featuring traditional Kiwi and koru motifs. “Our tote bags are really taking off, and interestingly enough, the original design – which is completely traditional – has remained our top seller. It does meet the demand from both sides though, because it's traditional and well designed – that's the difference.”

So with continued interest in traditional, contemporary and nostalgic Kiwianainspired products still on the rise with both locals and tourists, will price points still be a deciding factor in what people opt to buy in 2010? Helen Fisher believes the economy “probably does still have that influence”, but suggests airline baggage requirements have also had a significant impact on the products tourists are buying to take home.

“Airlines are a lot tougher on baggage weight restrictions than they used to be, so people are becoming a lot more conscientious when buying souvenirs and gifts as mementos,” she explains. “The message we're getting is that if there are small items available, people will buy them – particularly tourists.” Whether it's a tea towel, golf ball, hand-painted platter or pint-sized work of art, well-designed Kiwiana-inspired gifts are set to remain firm favourites with tourists, new-age New Zealanders and baby-booming locals alike in 2010.

Not every New Zealander will have the opportunity to work at a kiwi sanctuary – our lives are time-bound, and our commitment list grows by the day. For many, doing our part to help save a national icon seems a far-distant reality.

However, wholesale company Sweetpea Marketing is offering New Zealanders the chance to support kiwi sanctuary work and research with the selling of their inflatable kiwis.

Each inflatable comes in a stylish hanging sell box and includes over eight interesting facts about our national treasure. For every inflatable kiwi sold, 20 cents goes towards a kiwi recovery programme. 2009 sales created $600 in donations – let's better that in 2010.