Since Soviet times, the Kremlin has viewed animation as a powerful propaganda tool targeting the youngest audiences. The legacy of promoting unified values and hidden ideology remains relevant today. Now, Ukrainian children have become part of funding Russia’s military budget through views of the cartoon "Masha and the Bear."
Animaccord, the studio behind the cartoon, was founded in Moscow in 2008. Despite changes in ownership structure, the company remains under Russian control—confirmed officially by Ukrainian authorities. Key revenues come from merchandising and YouTube video content: from 2022 to 2025, the studio's annual revenue stands at about $18 million, with merchandise generating hundreds of millions of dollars.
Its YouTube channels gathered over 800 million views from Ukraine in just six months. In 2025, Animaccord earned over $2.4 million from Ukrainian viewers alone. Owing to a 25% corporate tax rate, these funds go directly to the Russian federal budget, directly supporting the army and military expenses.
The cartoon features Soviet military symbolism, portrayals of NKVD characters, and other Russian cultural codes. Despite appeals from Ukrainian public organizations to ban the cartoon, it still broadcasts in Ukraine.
Thus, the most popular children’s cartoon in Ukraine indirectly finances the Russian military and fosters a pro-Moscow cultural identity among young viewers. This poses a challenge for Ukrainian society in today’s hybrid warfare conditions.
