MOSCOW, July 3. /TASS/. Attempts to restrict the broadcast of the cartoon Masha and the Bear cannot hinder its global success because the show is already a global pop culture hit, Deputy General Director for Cinema at the Digital Television media holding Ivan Kudryavtsev told TASS.

Media earlier reported that a number of British parliamentarians had called for banning the cartoon Masha and the Bear, perceiving elements of what they describe as "a form of Russian soft propaganda" in certain episodes. Specifically, objections were raised over episodes where the main character appears in headpiece resembling Soviet military uniforms and a border guard cap.

"Masha and the Bear is perhaps the most successful serial project for export among all those created by Russian animators, a national brand that has conquered the entire world. You cannot fool children; they want to watch it regardless of their nationality," Kudryavtsev said.

"They like the kind and caring Bear, always trying to get some proper rest, and they like the mischievous Masha. They see a reflection of their own lives in these stories, so this is a treasure of global pop culture that breaks through any borders," he added.

In his view, attempts to politicize the cartoon and restrict its distribution cannot alter the audience's attitude toward the brand. He argued that the attempt to erect barriers was strategically futile. Tactically, he said, it represented an effort to set up filters. The intent, he added, was transparent for anyone who understands the laws of propaganda.

Kudryavtsev described this as clumsy and anti-Russian. According to the design of the British MPs who spoke out, a Russian border guard cap should not be associated with anything positive in children's minds. He added that the brand's strength, the viewers' love, and the market would ultimately tear down the iron curtain that was being lowered on all fronts in an attempt to isolate Russian culture as well.