Kathmandu— Ukraine has sanctioned the popular Russian cartoon ‘Masha and the Bear,’ taking steps to ban the children's show and accusing its creators of spreading “pro-Russian narratives” that pose a threat to Ukrainian national security. President Volodymyr Zelenskyy signed a decree on Thursday targeting the producers and distributors, including studio Animaccord, while Culture Minister Tetyana Berezhna announced the move Friday, stating it establishes legal grounds for blocking content within Ukraine and limiting its monetization internationally. The decision follows ongoing criticism from Ukraine and allies regarding the cartoon’s potential as a vehicle for Russian soft power.

Growing Criticism of Cartoon's Influence

The animated series, which features a mischievous girl named Masha and her bear companion, has garnered immense global popularity with over 37 billion views on YouTube alone, broadcast in approximately 100 countries. However, the show has faced increasing scrutiny from Ukraine, the United Kingdom, and Estonia for allegedly serving as an instrument of Russian soft power. In June, Ukraine formally protested Netflix’s acquisition of rights to stream new seasons of ‘Masha and the Bear.’

Domestic Popularity Prior to Sanctions

Despite concerns about its origins, ‘Masha and the Bear’ maintained a significant presence within Ukraine itself. According to Ukrainska Pravda, the cartoon's Ukrainian YouTube channel was ranked as the most popular children’s channel in the country last August, boasting over 18 million followers. This widespread appeal underscored the challenge facing Ukrainian authorities as they moved to restrict the content.

Kremlin Responds to Sanctions

Russia dismissed Ukraine's allegations and defended the cartoon series. Kremlin spokesman Dmitry Peskov stated that ‘Masha and the Bear’ has “conquered the world” by promoting “the finest human qualities.” He did not elaborate on how the show aligns with or supports Russian foreign policy objectives.

Broader Context of Cultural Restrictions

The sanctions against ‘Masha and the Bear’ are part of a broader trend of restricting Russian cultural products in Ukraine following Russia's invasion in 2022. Ukrainian authorities, along with its allies, have implemented boycotts and official restrictions on various forms of Russian media and entertainment.

Minister Berezhna affirmed that “Russia propaganda has no place on children’s screens,” signaling a continued effort to limit the reach of content perceived as promoting Russian interests within Ukraine. The sanctions are expected to lead to further restrictions on the cartoon's availability and distribution.

(With inputs from Al Jazeera)

Originally published on abcnews.com.np.