Animal rights group PETA has called on Nintendo to remove a brass nose ring from the Cow character in the recently released Mario Kart World, saying it promotes animal cruelty.
In an open letter to Nintendo President Shuntaro Furukawa, PETA argued that the feature trivializes the suffering of real animals in the meat and dairy industries. The group said nose rings are forcibly pierced through a cow’s septum to control them, often causing pain and distress.
“Removing the nose ring would better align with the game’s family-friendly tone and reflect compassion for animals,” PETA wrote.
The Cow character, introduced in Mario Kart World for the Nintendo Switch 2 in June 2025, has quickly become a fan favorite. But PETA’s campaign, which includes a petition on its Peta2 platform, describes the nose ring as a “painful reminder” of industrial farming practices.
The call has sparked debate online. Supporters back PETA’s push for empathy toward animals, while critics dismiss the effort as excessive, noting the character is fictional.
Nintendo has not commented on the request. The company has previously faced PETA campaigns, including challenges over Pokémon and Animal Crossing, but has rarely made changes in response.
The dispute underscores the broader debate about how animals are portrayed in video games and whether virtual depictions can shape public attitudes toward animal welfare.
