21.08.2026 22:10
"Masha and the Bear," which is loved by children all around the world, is now on the agenda due to a political decision. Ukraine has placed the company behind the Russian-made animated series and some of its producers on its sanctions list, also paving the way for the production to be blocked in the country. While the Kiev administration accuses the series of being a "soft power tool of Russia," the production company has denied the allegations.
The animated series "Masha and the Bear," watched by millions of children in many countries around the world, has come to the fore with Ukraine's sanctions decision. With a decree issued by Ukrainian President Volodymyr Zelensky, the company behind the Russian-made animated series and some individuals were placed on the sanctions list. The decision also paved the way for blocking access to the production in Ukraine.
PRODUCTION COMPANY AND EXECUTIVES ON SANCTIONS LIST
The Ukrainian administration included Animaccord Animation Studio, which was involved in the production and distribution process of the animated series, along with the company's founder, the production's screenwriter, and director, within the scope of sanctions.
Ukrainian Culture Minister Tetyana Berezhna argued, following the announcement of the decision, that content aimed at children should not be used in Russia's propaganda activities.
ACCESS IN UKRAINE MAY BE BLOCKED
With the sanctions decision, a legal basis was established to restrict the distribution and block access to "Masha and the Bear" in Ukraine.
It was stated that the Ukrainian administration could also discuss with international digital platforms to limit the distribution of the animated series in the country and the revenues obtained from the production.
BROADCAST IN APPROXIMATELY 100 COUNTRIES
The Russian-made "Masha and the Bear" revolves around the adventures of little Masha and a retired circus bear. The production transcended Russia's borders and reached audiences in approximately 100 countries.
While episodes of the animated series have been viewed tens of billions of times on YouTube, the international success achieved has also led to the emergence of various side projects.
However, the series' worldwide popularity has also brought political debates, especially after the Russia-Ukraine war.
"RUSSIA'S SOFT POWER TOOL" ALLEGATION
"Masha and the Bear" is the target of criticism that it is a "soft power" tool used by Russia to increase its cultural influence.
The Ukrainian administration claims that the production contains pro-Russian messages and that the revenues obtained provide economic contribution to Russia. Similar criticisms had previously been raised in the UK and Estonia.
Ukraine had also reacted in June to Netflix purchasing the broadcast rights for new seasons of the animated series.
PRODUCTION COMPANY REJECTS ALLEGATIONS
Animaccord, on the other hand, does not accept the allegations directed at it.
Company representative Melanie Bonvicino argued that the claims do not reflect the truth and are intended to defame the company. Bonvicino stated that Animaccord operates independently and does not receive any financial support from the Russian government.
REACTION FROM KREMLIN TO UKRAINE
There was also a reaction from the Kremlin to Ukraine's sanctions decision.
Kremlin Spokesperson Dmitry Peskov argued that the worldwide success of "Masha and the Bear" stems from its treatment of positive human values. Peskov criticized the sanctions decision, stating that the Kyiv administration is now also targeting animated films.
UKRAINIAN YOUTUBE CHANNEL RECEIVES GREAT INTEREST
Following Russia's large-scale attack on Ukraine in 2022, boycotts and restrictions against Russian cultural products in the country were increased.
Despite this, "Masha and the Bear" has maintained its popularity in Ukraine. According to information reported by Ukrainska Pravda, the series' Ukrainian YouTube channel rose to become the country's most popular children's channel in August 2025, with over 18 million subscribers.