PETA Warns Nintendo: Take the Nose Ring Off Mario Kart’s Cow
PETA is calling on Nintendo to make a small but noticeable change to one of the characters in Mario Kart World. The animal-rights group says the cheerful racing Cow should not have a brass nose ring, calling it a painful reminder of cruelty toward real animals.
In a letter to Nintendo president Shuntaro Furukawa, Joel Bartlett, PETA’s senior vice president of marketing engagement, wrote, “The brass ring in Cow’s nose glosses over real-world violence and cruelty to animals. That’s why we’re asking you to give this beloved bovine a small but meaningful upgrade: Remove the nose ring and let Cow race freely — without any painful reminders of the industries that treat animals like profit-making machines.” He added, “Leave the rings to Sonic and let Cow breathe free!”
PETA’s campaign says the image is not harmless. According to the group, nose rings are often forced into cows and bulls by the meat and dairy industries. In a press release, PETA said, “Nose rings are used by the meat and dairy industries to exploit, control and even drag animals to their deaths. These brass rings are crudely stabbed through the sensitive septum of cows and bulls, which can cause lasting pain and discomfort.” The group even gave the campaign a Nintendo-style catchphrase: “It’s-a mean!”
Liberate Cow pic.twitter.com/wLuf3fJZ1P
— PETA (@peta) August 14, 2025
This is not the first time Nintendo has been on PETA’s radar. Back in 2020, the group went after Animal Crossing: New Horizons, saying the game encouraged harmful treatment of animals by letting players catch fish and insects and display them in museums. In 2017, PETA also criticized Nintendo for teaming up with McDonald’s to put Mario toys in Happy Meals, saying the company had “sold its soul” and should focus on games, not chicken nuggets.
Now, with Mario Kart World climbing sales charts, PETA is once again putting pressure on Nintendo. Whether or not Nintendo makes the change, the group is clear about its stance: the Cow character should be able to speed down the track without carrying what it calls a painful symbol of the meat and dairy industry.
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