MOUSE-MARKETEER

While that tiny immigrant Fievel Mousekewitz (star of the animated “An American Tail”) is beating old Brer Rabbit (“Song of the South”) at the box office (but not by much), his creators at Steven Spielberg’s Amblin Entertainment and Universal are raking in the rewards of having a kiddie flick in release--with toy tie-ins--during the peak holiday buying season.

But apparently they won’t deluge us with merchandise as they did with “E.T.,” from the same two companies. An exclusive deal with Sears and McDonald’s is designed “to limit the merchandise and control it,” said a marketing spokesman, with the toys promoting the movie instead of vice-versa.

Items available at Sears include Fievel shoes, belts, watches, hats, ski caps, drawstring bags, slippers, backpacks, pillows, sheets, comforters and talking dolls (that tell the story of Fievel’s trip to the Land of Free Enterprise). At McDonald’s, children who buy a “Happy Meal”(junior size snack) are treated to Fievel story books and certificates for $5 off the stuffed Fievel doll (regularly $24.99). The teeny-weeny junior PJs go for $7.99.