"The Little Emperors' New Toys" is a scholarly book that critically analyzes children and television in post-Mao China. Based on original research from the late 1980s, the book offers a nuanced examination of children's media usage and connects biographical aspects with historical contexts. It begins with a reassessment of earlier empirical and interpretative studies and develops a theoretical approach that situates children's television consumption activities within the broader historical and cultural developments in China. Through a methodological diversity that includes surveys, in-depth interviews, and observations, it presents a comprehensive critical analysis of the emerging commercial ethics in Chinese society and the media sector, particularly during a time of change and liberalization under Deng Xiaoping.