This has come up before in similar cases and the celebrity loses unless their image is used in a way that misleads consumers by implying endorsement of the product.
For a video game example, see James "Jim" Brown v. Electronic Arts, Inc. Also, Tiger Woods' agent sued regard a painting featuring the golfer, and lost, in ETW Corp. v. Jireh Publishing. Alyssa Milano's mom, Lin Milano, contacted us about her daughter's "right of publicity" 20 years ago and we found we could tell her to take a hike.
Absent defamation, the celebrity's name and image is protected in a way very similar to a trademark. (In common law jurisdictions, almost _exactly_ like a trademark). You can't sell "Britney Spears" brand headphones without permission, because that would imply that the singer endorses the product, misleading consumers. You CAN sell a comic book titled "Britney Spears is a stupid slut" because nobody will think Ms. Spears endorsed that.
Of course there can be other causes of action if someone does something else bad and also happens to be using a celebrity's image as well, but it usually comes down to implied endorsement. Laws do vary from one state to another.