Superman started shilling for products early, but neither the Superman car, the Superman bathing suits, the Superman costumes, physical development exercisers, movie rights nor comics mentioned in this story were things Clark Kent signed off on. The manager of a fake Superman made those deals and that just won't stand up in court. Wait--comics?! Does that mean the book you were reading this out of wasn't official and authorized?!
Don't feel bad for that rat, it had a bomb strapped to its back. Doll Man gets a costume in his second appearance, and I just have to wonder how much of his look was meant to make you mistake him for Superman at the news agent's. Especially once he gets covers. Did that contribute to him being one of the few Quality Comics stars to get his own book?