Netflix has come under criticism after expanding its licensing agreement for the Russian animated series Masha and the Bear, making the show available in more than 100 countries despite Russia’s ongoing full-scale invasion of Ukraine. The streaming platform has acquired the rights to Seasons 8 and 9 of the popular children’s series while also extending licenses for previously released episodes and spin-offs.
The expanded agreement significantly broadens the show’s international reach, covering markets across North America, Europe, Asia, Latin America, and the Middle East.
The decision has drawn strong criticism from Ukrainian officials and advocacy groups, who argue that Masha and the Bear serves as an instrument of Russian “soft power.” Ukraine’s Center for Countering Disinformation has previously claimed that the series promotes a positive image of Russia, normalizes Soviet-era symbolism and militaristic themes, and portrays other nations negatively. The agency says such content should be viewed not merely as children’s entertainment but as part of Russia’s broader information influence efforts.
The series is produced by Russian animation studio Animaccord. Ukraine’s Ministry of Culture has previously stated that the company maintains ties to Russia through its ownership structure and intellectual property while paying taxes in Russia, despite elements of its corporate structure being registered abroad.
Supporters of the cartoon, however, describe it as a globally successful preschool series with no explicit political messaging, while Animaccord has previously rejected accusations that the show is state propaganda or funded by the Russian government. Similar allegations regarding the series’ role as Russian soft power have been debated for years by politicians, analysts, and media outlets across several European countries.
