Camilla Jessen
Military toys pile up as parents say no.
Salespeople in Moscow say parents are increasingly reluctant to buy military-themed toys for their children.
“Parents don’t want this negativity for their children. Although we still have military-themed toys, there are much fewer of them than last year. There is almost no demand,” a toy store worker in central Moscow told EFE, according to Agerpres.
Stores outside the city centre, where propaganda is more visible, still carry more war-related toys, EFE reported. One employee at a former Hamleys store, now called Toys Pro, suggested the change in ownership after the invasion of Ukraine may be relevant.
“People are tired of war,” the salesperson said.
From guns to drones
Toy guns have long been common in Russia, but their availability surged after 2022. Construction toys, similar to Lego, are now especially popular ahead of New Year celebrations.
These sets allow children to build modern tanks and drones, reflecting weapons used daily in the war in Ukraine. Drones in particular have reshaped modern combat and now feature prominently in children’s toys.
Market shifts
Following sanctions and the exit of Western brands, Russian and Chinese companies such as Brick Labs, Igrolend, Bondibon and Mega have filled the gap. Some European brands remain.
Dutch company Sluban continues to sell models of military equipment used in Ukraine, including the Soviet BMD-2 tank, complete with toy soldiers and a drone operator. Its catalogue also includes quadcopter drones, packaged with Russian-language text.
Brick Labs has also released non-military lines based on Russian folklore, featuring characters like Baba Yaga and the knight Bogatyr.
Beyond the toy aisle
Military messaging extends far beyond retail. The Russian armed forces have their own toy lines, while state-backed organisations such as Iunarmiia, Rosspatriotsentr and the Russian School Movement promote military education.
These groups run camps and training programmes that include first aid, combat behaviour and assembling a Kalashnikov rifle. The Youth Army said in December it had trained two million children and will mark its 10th anniversary in 2026.
In Russian-occupied Ukrainian territories, children are reportedly pressured to join such groups, sometimes in exchange for better meals or grades, the BBC reported.
Other initiatives, like Strana Gheroev, recreate World War II battles and publish comics glorifying wartime figures.
Sources: EFE, Agerpres, BBC
