TRAVELING SALESMAN

James Bond is more than just another pretty-faced superspy. He’s a hot product pitchman.

Seems that “The Living Daylights” uses more than 100 products from the Holland-based NV Philips Co.

Some carry the Philips label, like the radio in James’ Aston Martin. Still others were designed specifically for the film, like a key ring that emits a nerve gas and doubles as a grenade.

There also are Philips’ kitchen appliances, surveillance cameras, electronic doors, walkie talkies, blenders, microwave ovens--”just about anything electronic,” said United Artists’ exec director of promotions, Jeff Freedman.

Freedman hastened to add that the script wasn’t altered for usage of the products (which aren’t available in the American marketplace) and that the product usage wasn’t “ostentatious.” He added that “the amount of products (pitched) is not unusual at all.”

Well . . . some in the biz disagree. Like Linda Goldenberg, 20th Century Fox v.p. for national promotion, licensing and merchandising. She thinks it’s “highly unusual” for that many products to be displayed. A rep from another studio went further: “I think it’s overkill. If you do something like that, there’s bound to be public backlash.”

Philips, meanwhile, is in the midst of a promotional tie-in campaign (including lots of print ads) to hype its products overseas.