Excitonic magnetism has been theoretically proposed in some strongly correlated materials with non-magnetic atomic ground states. The phenomenon can be understood as a Bose-Einstein condensation of spinful bosons. I will present the strong-coupling approach to the problem, which provides an intuitive basis for understanding the variety of excitonic phases and for interpreting the numerical results. Numerical data obtained with the dynamical mean-field theory for excitonic phases of two-orbital Hubbard model will be discussed. Doping of excitonic insulators will be presented as a way to produce states of matter with unusual properties, such as dynamically generated spin textures. Finally, I will discuss possible material realizations.