As the PLA functioned as one of the main avenues for social mobility after the founding of the PRC, it is small wonder that many parents longed for an army career for their children. Consequently, it used to be possible to see children - usually boys - dressed up as little generals all over China.
At the same time, the PLA was very much aware that it needed to recruit its new forces from the younger generations. Mixing messages of toys-for-boys and care for society at large, young and old, the Army put on its most acceptable face for all to see.
In the digital age, this type of materials seems to have been superseded completely by all kinds of computerized wargames and other moving images.
Orna Naftali, "Marketing war and the military to children and youth in China: Little Red Soldiers in the digital age", China Information 28:3 (2014), 3-25