EXPLOITED:

03/12/1998 at 12:00 AM EST

The Taco Bell Chihuahua. To date, consumers have bought 13 million of the promotional plush toys modeled on the pop-eyed TV mascot, and the Irvine (CA)-based chain has ordered another 10 million (at up to $3.99 each). The doll says four different greetings: "Feliz Navidad, amigos," "Yo quiero Taco Bell," "Viva gorditas" and "Here, lizard, lizard" -- which the pooch says as he tries to trap Godzilla in a tie-in with the movie.