Mr. Elvis Head

I heard on the radio yesterday that the company that makes the Mr. Potato Head toy has been granted permission to use Elvis Presley by the owners of that image to make a version of Mr. Potato Head to look like Elvis.  Why?  The first version will have a jump suit.  The radio said that there will also be a version for Christmas where Mr. Elvis Head wears black leather.  Who is going to buy this thing?  Do kids today care enough about Elvis to want him as a Mr. Potato Head?  After all, Elvis permanently left the room nearly 33 years ago.  Would the parents of today's kids be so enamored of the likeness of Elvis that they will be clamoring to buy this toy for their offspring?  Maybe the company that makes the toy is hoping that the grandparents will want to buy them.  I am also wondering if Elvis were alive today, would he want his image on a Mr. Potato Head?  Are those who have the right to the image so desperate for money that they would lend Elvis to this thing?  Of course, if they want to use my image to make a Mrs. Tomato Head, I would make it available for very little.