Cheeky taniwha has Rugby World Cup backing

Andrea Kahukiwa (left) and Yvonne Letton have grand ambitions for Tutu and the accompanying book. Photo / Paul Estcourt

Buzzy Bee could have some competition if two Auckland businesswomen get their way.

Ponsonby-based Andrea Kahukiwa and Yvonne Letton have signed a deal for their Tutu Taniwha - a New Zealand-made stuffed toy - to become official Rugby World Cup 2011 merchandise.

The women have grand ambitions for their toy, which is produced from organic and sustainable materials, and will release a limited edition Tutu Taniwha and book especially for the tournament.

Kahukiwa said the vision was to create an iconic New Zealand toy based on a strong character that represented Maori culture and identity.

"We want a really strong presence in New Zealand, [such as the] Buzzy Bee iconic, but we want [Tutu] to be recognised as being from New Zealand, specific to a local story. A local story with a global appeal. We want to keep it [manufacturing] in New Zealand, so that his heart and soul stays here."

The accompanying book is written in English and Maori and there is an index with a translation and pronunciation guide which Kahukiwa says is designed to help tourists gain an understanding of the Maori language.

The book is illustrated by Kahukiwa's mother-in-law, contemporary Maori artist Robyn Kahukiwa, who is well known for her often politically inspired pieces.

Taniwha Toys 'n Tales was founded in 2008 and was inspired by Kahukiwa's daughter Lulu, who was herself "a little Tutu", which means playful, cheeky and mischievous.

"We wanted to create something for small children, a unique New Zealand toy, a baby taniwha, a sort of New Zealand version of Dora [the Explorer]. We would like to see it [the story] animated."

Tutu the toy sells for $49.95 and the limited RWC 2011 editions are expected to sell for $69.95. The toy and book are aimed at children up to six years old.

The pair also plan to sell other stuffed toy characters from the book, including a snail, a bat, a weta and a kiwi, depending on how sales leading up to the Cup go. All products will be branded with the official logo.

Letton said it was important to maintain the integrity of the toy and not simply focus on the commercial aspects of being official World Cup 2011 merchandise.

"We're not here for a quick buck, that's the message we want to get out," she said.

The deal between Rugby World Cup 2011 and Taniwha Toys 'n Tales was fostered through the Auckland City Council's economic development programme.

The programme was established to encourage small-to-medium-sized businesses to take advantage of the Rugby World Cup.

About 70 businesses are in the programme but this is the first deal to have been confirmed.