But at least here he is also used to inspire the next generation of Cubans. Schoolchildren invoke his name every morning, declaring with a salute, “We want to be like Che.”

“What next? Hitler backpacks? Pol Pot cookware? Pinochet pantyhose?” Investor’s Business Daily said in an editorial, calling the use of the image an example of “tyrant-chic.”

That famous image of Che, by a Cuban photographer, Alberto Korda Díaz, was taken at a March 5, 1960, funeral rally for dozens of Cubans killed in a boat explosion for which Cuba blamed the United States. The picture became famous after appearing in Paris Match magazine in 1967, just weeks before Che was killed by soldiers in Bolivia, apparently aided by the CIA.

Korda, who died in 2001 at 72, never received royalties but did sue a British advertising agency over the use of the photo for a campaign promoting vodka. He won $50,000, which he donated toward buying medicine for children.

Guevara and her family, too, have tried to stop the marketing of Che’s image in ways that they find abhorrent. She says they have reached out to lawyers in New York, whom she would not identify, to pursue companies the family thinks are misusing the image, not to sue them for damages, but to ask them to stop.