Abstract: The relevance of the research topic is due to the increased interest in fairy tales within various directions and approaches, which is associated with the loss of low-quality stigma in children's literature compared to works intended for adults. Within the framework of translation theory, the main attention is paid to the peculiarities of the transfer of linguistic and stylistic features of children's literature and other translation difficulties. The purpose of the study is to identify patterns of transmission of national and cultural identity in the translation of fairy tales. Fairy tales from the collections "Pack from the Magic Hills" and "Gifts of fairies" by R. Kipling are considered. A linguistic and cultural analysis is carried out, the used translation transformations are highlighted.The subject of the study is the general trends in the treatment of elements of foreign culture when translating English fairy tales into Russian.   The scientific novelty lies in the analysis of translation from the position of adaptation of culturally colored elements for children. It is revealed that cultural adaptation is often made, which is not required for adult works. The results of the study demonstrate that in the process of translating English fairy tales, a balance is being sought between introducing children to another culture and the need to adapt the material for ease of perception by the audience. When translating for children, translation transformations are actively used, bringing culturally colored elements closer to familiar ones or simplifying their understanding, which is not always required for an adult audience. The way of handling labeled elements depends on their plot and ideological significance, cultural value and level of fame, the context of use, the chosen translation strategy and other factors.