Masha is an energetic three-year-old who can’t seem to keep herself out of trouble. Bear is a warm, fatherly figure that does his best to guide his friend and keep her from harm, often ending up the unintended victim of her misadventures.

BabyRiki characters are toys that have come to life in a children's bedroom. They explore and discover their world, making friends and learning new things along the way. Storylines are simple and related to familiar things for this age group, such as eating, activities, playing, sleeping and other daily routines.

The Smeshariki are stylized rounded animals. Each of the nine characters has a unique personality and a range of interests with no negative characters among them. Plots are built not on the battle of opposing forces but on the unexpected situations the animated characters stumble upon in their interactions deemed similar to the ones that children may encounter in their everyday lives. Many of the topics foreground the guidance that friendship and community provide to the individual making his or her way in the world. Complex themes and specific cultural references place this cartoon firmly within the Russian tradition of animation. Much attention was devoted to the humor in the series, some of which has attracted adults as well.