(MONEY Magazine) – Although Elvis Presley died 10 years ago this Aug. 16 as an overweight, drug- abusing, near has-been at age 42, the King today is ''taking care of business in a flash,'' to use his own life's philosophy. Since his fatal heart attack, his many enterprises have exploded and now bring in millions. For example: -- He sells roughly a million RCA records a year in the U.S. alone, adding some $7 million annually to his unparalleled all-time gross of $4.5 billion. -- The number of licensed products using his name or likeness has increased from 78 in 1956 to 150 today and rings up $50 million at retail every year. -- In the five years since his Graceland Mansion in Memphis opened to the public, it has attracted 2.5 million visitors, including 12% to 15% from overseas. This year, helped by a special nine-day gathering to commemorate his death, attendance will exceed 500,000. The visitors will spend close to $9 million at Graceland -- $6 million in admissions fees (for adults, $7 to enter the mansion and $3.85 to board his airplane, the Lisa Marie), and at least $2.5 million for souvenirs. Graceland and Presley's estate are operated through Elvis Presley Enterprises Inc., a private company held in trust for his only child, 19-year- old Lisa. She will inherit everything when she turns 25 in 1993. Presley and his wife Priscilla divorced in 1973, and his longtime agent Col. Tom Parker has retired. Perhaps predictably, a growing list of people now claim that Presley fathered them illegitimately and therefore are part of his family. So far none of them has presented convincing proof, however. And the beat goes on. Today there are 300 Elvis fan clubs worldwide. The largest, in the United Kingdom, boasts 18,000 members, including some who joined 30 years ago. Elvis collectibles are big business too. The table and photos show popular items and their prices. All have exhibited remarkable appreciation, topped off by three that were originally free. The 12-song record that came with the Elvis Presley record player goes for around $880, making it one of his most valuable records. The other two are promotional boxes used to house 1 cent and 5 cent bubble gum (see the table) and the 12-pack shipping box for the Sincerely Yours pencils (see the photo). Since most people throw away such packages, these items became extremely rare. Recently, a shipping box sold for $50 -- without the pencils. Elvis' fan clubs and Graceland's quarterly (Graceland Express, $10 a year) can help collectors find where to buy and sell Elvis memorabilia. Many clubs hold annual collector fairs. Although many of these novelties were originally marketed for preteen girls, today's buyers are mostly middle-aged men, says Rosalind Cranor, author of Elvis Collectibles. That fact doesn't surprise psychologist Joyce Brothers. She says men rationalize owning Elvis memorabilia as a sound investment, but what they are really after is a piece of the King's macho immortality. ''Emotionally,'' she says, ''it gives them the sneaky pleasure of enjoying a sense of power and sexiness.''

CHART: Too bad your mom threw it away

Year Original Current Item introduced price price

Doll, 18 inches high, soft 1957 $3.98 $800 to $1,200; ''magic skin'' body $1,500 to $1,800

Comments One of the rarest items: Elvis in plaid shirt, jeans, black belt and blue suede shoes. Price can top $2,000, if it comes with the original pink and white box.

% Guitar, four or six strings, with a two-tone plastic body 1956 $12.99 $800 to $1,000

Comments Another most-wanted item, especially the four-string model. Originally came complete with chord player, songbook and cardboard carrying case.

Lipstick on a promo card that says ''Keep me always on your lips'' 1956 $1 $500 to $1,000

Comments Lipstick comes in Tutti Frutti Red, Hound Dog Orange, Love Me Tender Pink, Love Ya Fuchsia, Cruel Red and Heartbreak Pink. Very rare.

Record player with eight- $32.95 or or 12-song bonus record 1956 $47.95 $500 to $600 Comments For the player only. The 12-song disk can fetch about $880 more. Although both are hard to come by, there are more records around than players.

Elvis ''love'' board game in a pink box 1956 $3.49 $500 to $800

Comments As rare as and even more sought after than the doll. Includes playing board, pieces and spinner, plus an eight-inch-by-10-inch black-and-white photo of Elvis.

Bubble gum box in red, white and blue with pictures of Elvis and his name in gold 1956 Free $400 to $1,000

Comments A very rare item. The wrappers alone may fetch $50 or more. The 1 cents wrapper showed his guitar and Elvis Presley written on it, while the 5 cents version pictured Elvis playing his guitar.

Skirt in denim, felt or 1956 $2.98, $3.98 $400 to $500 corduroy or $5.98

Comments Although all had the same design of an iridescent Elvis playing the guitar, the felt one is considered easier to come by.

Canvas sneakers, originally in a manila color box with a picture $400 to $500 for similar to that on the sneakers; $100 or Blue Suede Shoes LP 1956 $2.98 more for box alone

Comments Very rare to find a boxed pair in good condition. The shoes are green and black or black and white with Elvis' face and guitar printed all over them.

Overnight case 1956 $4.98 $325 to $400

Comments Difficult to find one with the mirror intact.

Record case in pinkish tan with black and white figures 1956 $1.98 $300 to $500

Comments Can bring even more if the leatherlike snap is still working.

Photo wallet or billfold, 1956 59 cents $275 to $325 made of plastic to $1

Comments The four designs were in red, cream, saddle and turquoise. Perhaps the most available of all items listed here.

Belt to match the plastic wallet 1956 $1 $250 to $300

Comments Belt has drawing of Elvis, notes and names of songs; buckle on the back.

Handkerchiefs with blue 1956 39 cents $250 to $300 or red borders or 49 cents

Comments Red is the scarcest. Three different designs are available.

Notes: As of July 1, 1987. Source: Rosalind Cranor, author of Elvis Collectibles ($19.95, plus $1.50 for shipping and handling), published by Overmountain Press, P.O. Box 1261, Johnson City, Tenn. 37605; 615-926-2691; Graceland, P.O. Box 16508, Memphis, Tenn. 38186; 901-332-3322.