Estonian Foreign Minister: 'Masha and the Bear' is a Kremlin soft power tool

Estonian Foreign Minister Margus Tsahkna reacted on social media platform X to the news that streaming giant Netflix has acquired the rights to two more seasons of the Russian animated series "Masha and the Bear," as well as extended the license for previous seasons and spin-offs.

"Russia is waging war not only with missiles but also with narratives. 'Masha and the Bear' is part of the Kremlin's soft power, embedding pro-Kremlin and militaristic messages into children's entertainment content while normalizing Russian aggression and imperial ambitions," Tsahkna wrote.

He added that the world would never tolerate children's content portraying Nazi symbolism in a positive light, and argued that Soviet symbolism deserves the same moral clarity. "For many peoples, including Estonians, it symbolizes occupation, mass killings, deportations, and crimes against humanity," the minister concluded.

According to Deadline and several Ukrainian media outlets, Netflix acquired the rights to the series in more than 100 countries. In response to the news, Ukrainian social media users have begun calling for cancellations of Netflix subscriptions and a reevaluation of the platform.