based toy brand Mytamariki faces backlash over fake Kiwi branding and alleged AI use
The toy brand Mytamariki is facing backlash for using deceptive marketing that implies it is a New Zealand-owned company. Investigations reveal the brand is likely a dropshipping scheme using AI-generated imagery and low-quality products.
Why it matters
This highlights the growing prevalence of 'ghost stores' and the misuse of cultural identity and AI in e-commerce to defraud consumers.
Parents are raising concerns over a toy brand presenting itself as New Zealand-owned and operated, using Māori language and imagery while shipping its products from overseas.
Mytamariki describes itself as a Kiwi-focused company making “simple, thoughtful” educational toys to support New Zealand families.
Alongside a logo depicting a Kiwi bird embracing its baby chick, the retailer uses a .nz domain and sells kids’ products it says are “inspired by modern family life in New Zealand”.
While Mytamariki says it caters “for little tamariki and growing families across New Zealand” on its Facebook page, the company’s website refers to a service address in Hong Kong’s New Territories for its parent company Minao Limited, which is linked to numerous dropshipping storefronts targeting overseas markets.
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