Nintendo’s Mario Kart faces PETA criticism over ‘Cow’ character

Nintendo’s latest racing game, Mario Kart World, has found itself in an unlikely controversy after animal rights group PETA condemned the design of one of its newest playable characters, a racer simply called Cow.

The group’s concern is not with the inclusion of a bovine driver, which many fans have embraced with enthusiasm, but with a single design detail: a brass nose ring. In a letter addressed to Nintendo president Shuntaro Furukawa, PETA argued that the small metal ring represents “pain, exploitation and control” in the real world and urged the company to remove it from the game.

PETA’s letter to Nintendo

In its message, PETA began by praising the character’s popularity, acknowledging that Cow had “won hearts everywhere” since the game’s release earlier this year. However, it added that the design would be “perfect except for one aspect—the brass ring.”

“Would you please show empathy towards bovines and remove the nose ring?” the letter asked. PETA claimed the detail risks trivialising the reality of how such rings are used on farms, describing them as “crudely stabbed through one of the most sensitive parts of an animal’s body.”

The organisation also highlighted the practice of clipping spiked nose rings onto calves to discourage nursing, which it says causes distress to both mother and offspring. “To control bulls, a chain might be fastened from the nose ring to the bull’s horn for even more pain-driven control,” the letter continued.

For PETA, the concern is not merely cosmetic. The group argues that such imagery normalises the treatment of animals as commodities, rather than living beings with rights. It closed its appeal with a plea: “Remove the nose ring and let Cow race freely—without any painful reminders of the industries that treat animals like profit-making machines. Every animal is someone. Leave the rings to Sonic and let Cow breathe free!”

Fans’ reaction

Cow was introduced as part of the expanded character roster in Mario Kart World. The character appeared in the game’s first trailer, immediately catching the attention of players who recognised it as a nod to the franchise’s Moo Moo Meadows track.

Since release, Cow has become one of the most popular racers, celebrated for its quirky simplicity alongside Nintendo stalwarts such as Donkey Kong and Yoshi. Unlike those characters, however, Cow has no name beyond its species, which PETA argues makes the nose ring the central identifying feature.

So far, Nintendo has not responded publicly to PETA’s criticism, and fans remain divided. Some agree that the company could easily remove the ring without damaging the game’s appeal. Others dismiss the complaint as overreach, arguing that Mario Kart is a light-hearted, cartoonish franchise far removed from real-world farming practices.

Not PETA’s first clash with Nintendo

This is not the first time Nintendo has come under scrutiny from PETA. The group previously criticised the Super Mario series for the Tanooki Suit, a power-up that allows Mario to don a raccoon dog costume. At the time, PETA accused the game of “encouraging fur wearing.”

Pokémon, one of Nintendo’s most profitable franchises, has also faced repeated accusations from the organisation, which claims the games promote animal fighting and experimentation. In 2012, PETA even released a parody game titled Pokémon Black and Blue, in which players were encouraged to “free” Pokémon from their trainers.

Other titles outside Nintendo’s stable have not escaped attention either. Cooking Mama, a popular cooking simulator, was once targeted for encouraging meat preparation. PETA responded by creating Cooking Mama: Mama Kills Animals, a parody game highlighting the meat industry.

The organisation’s methods, often involving satire and parody, are designed to draw media attention, though critics accuse it of trivialising genuine animal welfare issues.

A familiar battleground

The latest clash over Mario Kart World fits a familiar pattern in which PETA seizes on high-profile video games to promote its message. For the group, games are not just entertainment but cultural products that shape attitudes toward animals.

“Even the smallest design choices matter,” one PETA campaigner told US media outlets after the letter was made public. “When millions of players see a cow with a nose ring and no explanation, it risks turning a tool of exploitation into a harmless decoration.”

Industry observers note that Nintendo is unlikely to make immediate changes but may weigh the criticism against its family-friendly image. The company has occasionally responded to controversies in the past, but rarely to external activist pressure.

Broader debate

The debate over Cow highlights a growing tension in gaming culture over representation and symbolism. While many players view design details as harmless flourishes, advocacy groups argue that entertainment can reinforce or challenge social norms.

For PETA, the nose ring in Mario Kart World is not just an accessory but a reminder of an industry it campaigns against. For Nintendo fans, it is a question of whether a beloved game should be altered to satisfy activist demands.

Whether Nintendo decides to respond may depend on how far the debate spreads beyond activist circles. For now, Cow continues to race freely—nose ring and all—while the controversy adds an unexpected layer to the world of colourful tracks, banana peels and blue shells.