What is the problem?
Despite the war and large-scale efforts to remove Russian influence, Ukraine's information space remains only partly free of it. This is especially evident in children's media: Russian channels and cartoons, often containing hostile narratives and propaganda, still rank among the most-watched in Ukraine.
"Cartoons are a huge battlefield where Russia tries to infiltrate Ukrainian children's minds. Parents often don't pay attention to what their kids watch on YouTube. We need to clear this space of Russian content and encourage the creation of our own," said Yaroslav Yurchyshyn, head of the Ukrainian parliament's Committee on Freedom of Speech, commenting on the enduring popularity of the Russian animated series Masha and the Bear.
What is the solution?
Collage: Suspilne
For many children, cartoons are the first stories they hear and the first heroes they look up to. When these stories come from a foreign cultural space, the values they convey may also be foreign, and during wartime, potentially dangerous.
After MP Yurchyshyn appealed to the National Police regarding the Russian animated series Masha and the Bear, the police stated they were ready to take part in restricting access to the show in Ukraine if sanctions were imposed. The Cabinet of Ministers also sent a letter to the Security Service of Ukraine, the National Council on Television and Radio Broadcasting, the National Security and Defense Council, the Ministry of Culture, the Ministry of Internal Affairs, and other agencies to coordinate actions on the matter.
At the same time, Ukrainian media, artists, and creators of children's content face an important task: to expand the presence of quality Ukrainian products. Such content shapes the consciousness and tastes of the generation that will define Ukraine's future.
That is why the national broadcaster Suspilne launched its own children's app, Brobaks — a safe, ad-free space for Ukrainian kids, free of aggressive plots but full of humor, learning, and cultural references familiar to every Ukrainian child.
The app offers more than 250 hours of children's content, including cartoons, animated series, educational shows, and a library of audio fairy tales. It's completely free and available for both iOS and Android devices.
How does it work?
Brobaks — how the world of childhood and openness was created
Collage: Brobaks
Suspilne began developing children's programming even before Russia's full-scale invasion. Its Ukrainian-language YouTube channel Brobaks, featuring original content for kids, was launched in the fall of 2021, exactly four years ago. The project's mission was to create engaging and safe content for Ukrainian children, the kind trusted by parents and caregivers.
In Ukrainian tradition, a bird symbolizes good news and new beginnings. That's why the channel's mascot is a cheerful bird named Brobaks. The launch was an ambitious one: partnering with leading Ukrainian animation studios, the team released four original series for preschool and early school-age children — Toto, Yasia and the Robot, Little Boo, and Adventure Portal. The creators understood this was only the start of a long journey. They planned to expand into shows, vlogs, and other formats popular among young audiences. But the full-scale war changed everything — both the lives of Ukrainians and the very concept of childhood safety.
"At the beginning of the invasion, production came to a halt. We couldn't invest in children's content when there was no certainty even about the next day," recalls Yuliia Dychuk, Head of Children's and Teen Content at Suspilne.
The team shifted its focus: instead of large-scale animation projects, they began producing quick and adaptable content. This led to the creation of an audio fairy tale channel — stories children could listen to even offline, during power outages or while sheltering from air raids. The recordings could be saved for later and are available on Telegram, the Brobaks YouTube channel, and major streaming platforms.
Later, BroBaks, in partnership with the European Broadcasting Union (EBU), of which Suspilne is a member, began acquiring exclusive European content and translating it into Ukrainian. For instance, the popular French animated series Simon was introduced to Ukrainian audiences through Brobaks. The team has already signed a contract for two more seasons, which are currently being dubbed in Ukrainian.
"Today we balance between our own productions and distributing European content — so that young Ukrainians always have something to watch, listen to, and explore in their own language," says Dychuk.
Brobaks in a smartphone
Navigation of the Brobaks application. Collage: Brobaks
Today, the Brobaks YouTube channel, home to original, safe, and Ukrainian-language content for kids, has over 125,000 subscribers and more than 55 million views.
Now, its animated series, educational shows, and audio fairy tales for preschoolers are also available in a dedicated mobile app. The Brobaks app, launched by Suspilne, offers more than 250 hours of children's content — favorite cartoons and full-length animations, learning shows, and a library of audio stories. The app is free to download for both iOS and Android devices.
"We'd dreamed of this for a long time, but we knew it required significant investment. Suspilne is now focusing on digitalization and distributing high-quality content to specific audiences through its own platforms. That's why the company decided to be one of the first to launch a dedicated children's app," says Dychuk. "We worked on it for almost a year — developing the technical side, selecting and adapting content, shaping the editorial and product strategy, and planning how parents would learn about the app."
She notes that the app is designed specifically for preschool children, an age when parents still choose and supervise what their kids watch — and decide whom to trust.
Presentation of the Brobaks application for children. Photo: Suspilne
"Our app also stands out because it's completely free and has no advertising," explains the project lead. "Parents can register and then create separate profiles for their children. Each child can have their own profile with personalized viewing history and preferences. Based on this information, the app recommends content from us, and users can easily resume watching from where they left off."
The app is designed with children's needs in mind: it features simple navigation, large colorful icons, clear labels, easily understandable section titles, and even sign language adaptation.
Does it really work?
Collage: Brobaks
The app has already launched, with its beta version available for download on both iOS and Android, as well as in a web format. So far, Brobaks has been downloaded more than 6,000 times and currently ranks among the top three "Entertainment" apps in the App Store.
Through the app, children can explore the world, develop basic skills, learn how to make friends, take care of others and animals, and much more.
Early users have praised Brobaks for creating a safe space free from Russian-language content — something still difficult to guarantee on YouTube. They also appreciate that the app is completely free, with no need for a premium subscription to remove ads, and that it features personalized recommendations based on previous viewing.
"Parents can open this space and be sure their child is surrounded only by high-quality Ukrainian-language content," says Dychuk.
Illustration: Brobaks
One of the flagship projects on Brobaks is the animated series about a little dog named Toto — currently the only project on the platform with multiple seasons. There are already three seasons available, and the team is working to make the character more recognizable. Children can now get wooden puzzles featuring Toto, as well as interactive activity books inspired by the series, complete with stickers, tasks, and quests. A line of plush toys is also in development.
"This is about creating Ukrainian heroes and characters that our children can grow up with," explains Dychuk. "When they're older, they'll remember something truly Ukrainian from their childhood — just like we remember the stories we grew up with."
A frame from the animated series "Little Hedgehog."
She also recommends the animated series "Little Hedgehog," a Danish production that gently introduces skills essential for children aged 1 to 3. Through simple and relatable stories, the characters show how young kids learn to speak, make friends, and explore the world around them. The series also offers helpful tips for parents on how to engage their children in different activities.
Even more useful solutions!
Yuliia Dychuk at the presentation of the "Brobaks" application. Photo: Suspilne
It's often said that Ukrainian children watch Russian cartoons because Ukraine hasn't managed to produce competitive alternatives. But according to Dychuk, the issue lies not only in the quantity of Ukrainian content, but also in its visibility to parents.
She notes a positive trend in recent years: Ukrainian production companies, content creators, and civic organizations have begun joining forces to create a growing number of high-quality children's projects. "That's very encouraging," says Dychuk. "But when we talk about the continued consumption of Russian content, parents also need to pay attention to how platform algorithms promote it."
She highlights another key factor — Ukraine is still a young independent state that hasn't yet had time to fully develop its media industry to the scale of its neighbor and aggressor. The main task now, she says, is to combine efforts and build strong collaborations between production companies and NGOs.
In addition, strategic state-level support is essential, potentially with the involvement of international donors to strengthen financial resources. "Producing high-quality children's content is always expensive," Dychuk notes, "and it requires significant investment."
