Ukraine Sanctions ‘Masha and the Bear’ Creators Over Alleged Kremlin Propaganda

Ukraine has imposed sanctions on Russian children’s cartoon “Masha and the Bear” and its creators, in a move towards a potential ban of the series, according to the nation's Culture Minister. The minister described the show as a Russian "propaganda" tool. "Masha and the Bear," a beloved Russian series, has garnered tens of billions of views on YouTube and has aired in over 100 countries.

The show, known for its mischievous young girl and a retired circus bear, has inspired multiple spin-offs. However, it has also faced criticism in Ukraine and its allies, such as the UK and Estonia, for portraying Russia in a positive light and serving as an instrument of Moscow's soft power.

Ukrainian Culture Minister Tetyana Berezhna announced the sanctions through a statement on X, emphasizing that the measure creates legal grounds to block the content in Ukraine and encourages international platforms to restrict its monetization and distribution. The sanctions, implemented via a decree from Ukrainian President Volodymyr Zelensky, target the Russian studio Animaccord, which produced the series, its founder, the scriptwriter, and the director.

In June, Ukraine had expressed its opposition to Netflix acquiring rights to stream new seasons of “Masha and the Bear.”

The sanctions have been met with a response from the Kremlin. Kremlin spokesman Dmitry Peskov defended the series, noting its global appeal for promoting "the finest human qualities." Peskov criticized Ukraine's actions, suggesting they were part of the "ugly nature" of the Ukrainian authorities. Following Russia's invasion of Ukraine in 2022, Russian cultural products have become less prevalent in Ukraine due to boycotts and official restrictions.

However, according to Ukrainska Pravda, as of August 2025, the Ukrainian YouTube channel for “Masha and the Bear” was the most popular channel for children in Ukraine, boasting over 18 million subscribers.