"Chebulyashka" becomes the first item sold at the National Centre RUSSIA stand in Yekaterinburg
A special series of nevalyashkas (roly-poly toys) in the form of Cheburashka — the kind and much-loved animated character who became the official symbol of the festival — was created specially for the International Festival of Youth — 2026 in Yekaterinburg. This toy became the first item sold at the National Centre RUSSIA stand — the flagship Department Store project.
"At the Department Store RUSSIA, I bought a nevalyashka looking like the famous animated character Cheburashka. It is very beautiful and interesting here, with lots of wonderful things on display. I really liked this toy — it is genuinely very funny and cute. I will definitely take it home with me," said festival participant Phattharawadi Ouansin from Thailand.
At the International Festival of Youth — 2026, the Department Store brings together products and traditional crafts from different regions of the country — from sweets, tea and cosmetics to ceramics, jewellery, textiles and folk arts and crafts. The items on display include a wood-chip bird, a traditional symbol of the Arkhangelsk Region, as well as Vyatka and Dymkovo matryoshka dolls. Unusual products are attracting particular interest, including pastila shaped like a vinyl record, products made from Altai berries and honey, cosmetics based on natural ingredients, amber jewellery and contemporary accessories featuring traditional motifs. The collection also includes clothing and accessories featuring quotes by the President of the Russian Federation, Vladimir Putin.
Alongside the nevalyashka in the form of Cheburashka — the official symbol of the festival — other popular items at the stand include products featuring quotes by the President, "Happiness in the Little Things" tableware, scarves by Nina Ruchkina and various treats, including chocolate from the Primorye Territory.
The International Festival of Youth — 2026 is being held in Yekaterinburg from 11 to 17 September. The National Centre RUSSIA stand will operate from 13 to 16 September in the "Cultural Code" thematic space, bringing together products from Russian manufacturers, traditional crafts, interactive projects and venues for conversations about the future.
Guests are already discovering Russian brands, trying their hand at making items themselves and becoming part of the large-scale "Nevalyashki" installation.
The National Centre RUSSIA in Yugra joined the historical re-enactment festival "City of Labour Valour: Living History".
This time, viewers will see an instructive story based on the fairy tale "The Magic Swan Geese".
