Ukraine has imposed sanctions on the creators of the popular Russian children’s cartoon Masha and the Bear, claiming it is part of Moscow’s propaganda campaign.
The animated series, loosely based on a traditional Russian folk tale, follows the adventures of a mischievous little girl and a retired circus bear. It is one of the most popular children’s shows online, with one episode, Recipe for Disaster, having been viewed more than 4.6 billion times on YouTube.
Last month, Netflix acquired the rights to two more seasons and extended licensing agreements for existing seasons and spin-offs, prompting criticism from Kiev.
In a statement on Thursday, Ukraine’s presidential sanctions commissioner, Vladislav Vlasyuk, said the latest round of restrictions targeted five individuals and four entities involved in the production and distribution of the show, including Animaccord Studio and its main creator, Oleg Kuzovkov. The show and its social media accounts have been banned in the country.
“Masha and the Bear disseminates a pro-Russian narrative under the guise of children’s content, which poses a threat to the national security of Ukraine,” Vlasyuk said. Ukraine’s state-run UNITED24 Media earlier described the series as depicting Russian cultural motifs as “welcoming, gentle, and universally appealing.”
Ukraine has banned dozens of Russian actors, musicians, films, and TV shows, claiming that they promote “Russian aggression.”
The popularity of Masha and the Bear has also drawn criticism from hawkish Western politicians. Last month, more than 50 British MPs called on the government to stop the cartoon from being shown in the UK.
Moscow has condemned the campaign against Russian culture as “stupid” and futile. Russian President Vladimir Putin said in 2023 that the policy of “canceling Russia” was “at its core, anti-cultural, neocolonial, and racist.”
Russian Foreign Ministry spokeswoman Maria Zakharova argued in September that Ukrainian officials targeted Masha and the Bear precisely because it had “topped the popularity rankings.”