Che Guevara's family has launched an effort to stop the unbridled merchandising of the South American revolutionary's picture, which adorns consumer goods ranging from baseball caps to lingerie, writes Reuters. The famous picture was taken by Cuban fashion photographer Alberto Diaz, better known as Korda, in 1960 - and printed on posters by an Italian publisher after Guevara's execution in Bolivia, becoming a symbol of leftist, idealistic revolt. It has now become a merchandising icon of capitalism.

"We have a plan to deal with the misuse," the legendary Guevara's Cuban widow Aleida March said in an interview. "We can't attack everyone with lances like Don Quixote, but we can try to maintain the ethics" of Guevara's legacy, said March, who will lead the effort from the Che Guevara Studies Center which is opening in Havana later this year.

"The center intends to contain the uncontrolled use of Che's image. It will be costly and difficult because each country has different laws, but a limit has to be drawn," the guerrilla's daughter, Aleida Guevara, told Reuters.