Ukrainian President Volodymyr Zelensky signed a decree on August 20 imposing sanctions on Russian individuals and organizations involved in creating the Masha and the Bear cartoon series, which promotes Russian narratives.

"Sanctions have been imposed on five Russian individuals and four organizations involved in the creation and distribution of the animated series Masha and the Bear, which promotes pro-Russian narratives disguised as children's content and poses a threat to Ukraine's national security," he said.

The sanctions target Animaccord, the studio behind the animated series, as well as its founder and CEO, the scriptwriter, director and producer, a co-creator of the series who pays funds into the Russian budget and the owner of the cartoon's rights.

In August 2025, the Masha and the Bear channel topped the ranking of the most popular children's YouTube channels among Ukrainians.

In October 2025, the National Police of Ukraine confirmed that the cartoon had links to Russia and called for sanctions to be imposed against it.

In one episode, the main character appeared wearing a hat associated with the NKVD, one of the Soviet Union's security agencies whose personnel were involved, among other things, in suppressing anti-Soviet liberation movements.