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Li'l Penny Dolls
The dolls are modeled after the Nike athletic-apparel company's wildly popular TV ad character, which in turn was modeled after - and designed as an alter ego for - 6-foot-7 basketball star Anfernee ''Penny'' Hardaway of the Orlando Magic. Comedian Chris Rock is the voice behind L'il Penny's TV ads.

The first batch of dolls went on sale this week for $24.95 at Magic FanAttic stores in Orlando, Altamonte Springs and Ocoee. About 500 already have been sold, most to people on a waiting list.

They will soon be available in toy stores nationwide.

''We got it first,'' said Kjerstin Ecker, spokeswoman for RDV Sports, parent company of both the Magic and the FanAttic stores.

''Reaction from fans has been fantastic,'' she said. ''People especially like the House Party version,'' which sports a smoking jacket, sunglasses and cell phone. The other version is in Magic attire.

The larger, talking model of Li'l Penny is expected in Orlando stores about Oct. 10 and will cost $39.95.

Details of how the doll revenue is being divided were not available. Magic representatives said they did not know how Nike, Hardaway and others - such as the dolls' manufacturer, Playmates Inc. of Costa Mesa, Calif. - are splitting the money.

Typically, a sports star whose name is associated with a product gets 5 percent to 8 percent of the wholesale revenue, said Timothy Conder, recreational-products analyst for A.G. Edwards.

''It can go as high as 20 percent, but usually it's 5 to 8 percent,'' Conder said. ''Nike will get most of it, though - everyone (else) splits a little bit.''
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