Description:

We embarked on a journey to create the Pū Rākau blocks with a simple purpose: to provide tamariki with new and interactive ways to connect with Māori culture and stories. Recognizing a gap in the market where traditional wooden letter blocks predominantly featured the English alphabet and unrelated imagery, we saw an opportunity to infuse these toys with Te Reo Māori, mātauranga Māori, and cutting-edge augmented reality (AR) technology.
Our approach was deeply rooted in tikanga Māori and Māori design processes, ensuring cultural integrity throughout every stage of development. Collaborating closely with experts in Māori art, music, language, and storytelling, we aimed to authentically represent atua Māori and their stories. This involved extensive discussions and wānanga to decide which atua should be featured, ensuring a balanced representation of wāhine and tāne atua, and incorporating diverse tribal styles to enhance inclusivity.
Central to our design was the use of Matarongo, a typeface grounded in Māori lettering and typography, including the reintroduction of ‘ng’ and ‘wh’ diagraphs as new glyphs. This not only respected mātauranga Māori but also aimed to educate users of all ages about the richness of Māori lettering.
The Pū Rākau blocks not only celebrate cultural heritage but also push creative boundaries. Unlike typical AR experiences limited to exhibitions, our innovation brings these cultural treasures directly into homes, making them accessible and engaging for tamariki everywhere. Through interactive AR, complete with soundscapes inspired by atua and pūrākau, we have created immersive educational experiences that foster deeper cultural understanding of Te Ao Māori.
Ultimately, our goal is to embed Toi Māori in everyday life, enriching the cultural landscape of Aotearoa. We believe that by integrating heritage with modern technology, we can create enduring educational tools that inspire pride and connection among tamariki and their whānau.