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You won't see many Fat Bastard items among the products from the 100 or so licensees, which include action figures, shagadelic-shaker alcohol mixers, inflatable furniture, an Austin-inspired fragrance and an authorized Swedish penis enlarger. There's also a new version of the Clue board game, a near life-size doll of Dr. Evil's tiny henchman Mini-Me and a talking watch that barks phrases like "Throw me a frickin' bone here!" Kicking in additional millions for promotional tie-ins are half a dozen companies, ranging from Virgin Atlantic airlines to Heineken beer. Next spring there will be a prime-time HBO cartoon series. "We want this to be around for the next 10 to 20 years, ad infinitum," says Bob Friedman, the marketing co-chairman of New Line Cinema (which is owned by TIME's corporate parent, Time Warner). As James Bond might say, that's a pretty Moneypenny.