Money over morals? Netflix keeps streaming Russian animated series “Masha and the Bear”

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Netflix has acquired the rights to two new seasons of the russian animated series “Masha and the Bear.” According to reports from Deadline and Ukraine’s Center for Countering Disinformation, the new deal expands the distribution of “Masha and the Bear” to more than 100 countries, including the U.S. and Canada. In Europe, the series will be available in France and Portugal, as well as in Northern Europe and the Benelux countries. In Asia, Netflix has secured the rights to stream the series in countries such as India, Japan, South Korea, and Malaysia. The content will also be available in the Middle East and Latin America.

The animated series’ popularity on YouTube – which was later boosted by its presence on Netflix – helped it become one of the world’s best-known franchises for preschool audiences. “This isn’t just a cartoon; it’s a tool of russian ‘soft power,'” stated the Center for Countering Disinformation.

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According to the Center’s research, the animated series promotes a positive image of russia through the character of the Bear, portrays other countries negatively through the behavior of the main character, Masha, and normalizes soviet symbols and militaristic themes. Experts emphasize that protecting the children’s information space is an important component of national security.

“Masha and the Bear” is a russian comedy animated series for preschoolers, created by Oleg Kuzovkov and produced by Animaccord Studio. It is partly based on the russian folk tale of the same name. The plot follows the adventures of a little girl named Masha and her bear friend, whom she calls Mishka. The bear is a caring and protective character who often prevents problems caused by Masha’s personality and actions. The animated series has been in production since 2009.

Critics argue that the problem lies not in the individual characters that appear in the series, but in the overall narrative it creates. Throughout the series, russian cultural motifs – including folklore, traditional family values, and national symbols, such as the bear – are presented as friendly, appealing, and accessible to a broad audience. Even the appearance of elements associated with the soviet era, such as the red five-pointed star in one of the episodes, is presented in a harmless context.

Taken individually, such cultural elements may seem harmless. At the same time, critics argue that, taken together, they function as a tool of “soft power,” introducing children in various countries to an idealized image of russian culture and national identity, while ignoring or downplaying the political context associated with them. This debate is particularly sensitive because some symbols featured in the series, such as soviet symbols, are associated in some Eastern European countries with repression, occupation, and other crimes.

Presenting such symbols outside their historical context, in a nostalgic or innocent light, can make them a more effective tool of cultural influence. As a result, the animated series serves not only an entertainment function but also consistently portrays russia as a friendly, culturally rich, and safe country, fostering positive emotional associations. Therefore, Netflix’s decision to continue distributing “Masha and the Bear” is controversial. The platform is not merely licensing children’s content but is expanding the global reach of a product that shapes a softened image of russia.

As far back as 2017, Ukraine’s State Film Agency examined the legality of broadcasting “Masha and the Bear” on television due to concerns about elements of Russian propaganda narratives. And in October 2025, the Ministry of Culture supported the imposition of sanctions against the animated series.

Previously, an investigation by Systema revealed that Iranian intelligence agencies allegedly used russian animation studios as a cover for arms trafficking and the export of stolen Ukrainian grain. According to leaks of internal documents from russia’s FSB and assessments by the U.S. government, individuals linked to Iranian intelligence may have operated through companies that produce children’s animated content distributed on major platforms, including Netflix and Apple TV.

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