In its latest merchandising venture, Sony Pictures has developed a new Columbia Heritage line of dolls inspired by film stars of Hollywood’s Golden Era.The first doll, “Rita Hayworth as Gilda,” will be unveiled at FAO Schwarz Wednesday by Hayworth’s daughter, Princess Yasmin Aga Khan. Columbia TriStar will release a special edition “Gilda” DVD in November. The dolls are collectors items, running about $150 each. The first in the series will sport a real diamond necklace and be auctioned at the 16th annual Rita Hayworth Gala next month at the Waldorf Astoria, with proceeds going to the Alzheimer’s Assn. Hayworth succumbed to the disease in 1987.