Kathrine Frich
The pro-war product lineup spans all ages and budgets.
The pro-war product lineup spans all ages and budgets.
“The Perfect Gift for Patriots!”
As Russia’s full-scale war in Ukraine enters its fourth year, the country’s online marketplaces are brimming with toys and games glorifying the invasion, many proudly bearing the controversial “Z” symbol.
From cuddly bears to combat-themed board games, these products are being marketed as patriotic gifts, especially for children.
Toys with a Message: Board Games Based on the Invasion
One of the most talked-about items is a board game called “Special Operation on the Outskirts,” priced at around $20.
Inspired by Monopoly, players compete to occupy Ukrainian cities, using custom currency featuring Vladimir Putin, Sergei Lavrov, and ex-General Sergei Surovikin.
The game’s description makes its purpose clear:
“Lead a battalion to liberate Ukraine from Nazi rule.”
“Perfect for Defender of the Fatherland Day”
Reviews describe the game as “a great gift for boys” and praise it for donating a portion of proceeds to Russian soldiers.
One shopper called it “the perfect gift for patriots”, a common phrase repeated in promotional materials. Others noted they had gifted it to schoolboys on national holidays.
A Trivia Game on the “Special Operation”
Another popular title is “Couch Expert,” a timed trivia game testing players on the war’s progress.
Questions include figures like Vladimir Zhirinovsky, Elon Musk, and TV propagandist Olga Skabeeva.
Players are quizzed on military strategies and media narratives surrounding the invasion.
From Plush Raccoons to Z-Labeled Minions
The pro-war product lineup spans all ages and budgets.
One example is a plush raccoon marked with the Z symbol, referencing the real-life animal stolen by Russian troops during their retreat from Kherson.
Other toys include crocheted tigers, dogs, and mice embroidered with “Z” or “V,” available for custom orders.
Soft Power in Soft Toys
Moscow-based seller Yulia offers personalized animal fighters for $18, with an option to add a soldier’s call sign for a few extra rubles.
Other items include military teddy bears, roly-poly dolls in camouflage, and cat-shaped dashboard decorations, with Z, the Russian tricolor, or the skull of the Wagner Group.
Propaganda for Preschoolers?
Even toddlers aren’t excluded. “Patriotic” coloring books, priced under $4, let kids color in tanks, soldiers, and war scenes.
One mother praised it as a favorite for her four-year-old. Toy soldier sets labeled “Reconnaissance – Special Operation” are also popular, with manufacturers claiming they boost creativity.
Psychologists Warn: These Toys Shape Young Minds
German psychologist Michael Brandl, of Spiel Gut, cautions that such toys reinforce militarized identities in children.
“Weapons and how to use them become part of a child’s perceived reality and the image of the ‘ideal man,’” he explains.
Indoctrination Through Play
A Russian child psychologist, speaking anonymously, added:
“The state needs boys, even in kindergarten, to be prepared for the battlefield. First they turn poor women into mothers who buy toy soldiers. Then Z-patriotism is fed with breast milk.”
Some Toys Are Made by Soldiers’ Widows
In some cases, handmade pro-war toys are produced by the widows of fallen Russian soldiers.
The toys are sold as meaningful, patriotic gifts, making them difficult for shoppers to refuse, especially when labeled as “charity” or “for the troops.”
Robots, Guns, and National Pride
Toy robots emblazoned with the Z symbol are also trending. One set, priced at $9.70, includes light-up features and Russian flags.
“Russia always wins!” wrote one satisfied parent in a review after buying the toy for their son.