PETA Calls on Nintendo to Remove Cow’s Nose Ring in “Mario Kart World”
PETA, the animal rights advocacy organization, is urging Nintendo to redesign the Cow character in its popular game “Mario Kart World” by removing the brass nose ring that adorns her. Launched on June 5, 2025, for the Nintendo Switch 2, “Mario Kart World” quickly became a fan favorite, selling over 5.63 million copies by June 30, making it the best-selling title for the new console.
In a recent campaign, PETA argues that the nose ring serves as a painful reminder of the cruelty that cows face in the meat and dairy industries. Joel Bartlett, PETA’s Senior Vice President of Marketing Engagement, expressed the group’s concerns in a letter to Nintendo President Shuntaro Furukawa. He stated, “The brass ring in Cow’s nose glosses over real-world violence and cruelty to animals. We’re asking you to give this beloved character 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.”
While some fans have taken to social media to defend Cow, suggesting that perhaps she chose to have the nose ring herself, PETA firmly states that nose rings are tools of torment used in the cattle industry. According to their press release, “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, causing lasting pain and discomfort.”
This isn’t PETA’s first run-in with Nintendo. In 2020, the organization criticized “Animal Crossing: New Horizons” for allegedly promoting abusive behavior towards fish and insects. Additionally, in 2017, PETA condemned Nintendo’s partnership with McDonald’s for including “Super Mario” toys in Happy Meals, stating that the company should focus on creative video games rather than promoting unhealthy food options.
As the conversation around animal rights continues to evolve, PETA’s campaign highlights the importance of sensitivity towards animal welfare, even in the realm of video games. Nintendo has yet to respond to PETA’s request, but the dialogue surrounding Cow’s character is sure to spark further discussion among gamers and animal rights advocates alike.
