PETA Targets Mario in Latest Campaign

A new game from People for the Ethical Treatment of Animals (PETA) pokes fun at Super Mario Bros. Trying to draw some attention to its cause, PETA says that its new game, Super Tanooki Skin 2D, will hopefully make Mario think twice about wearing fur in his games. In the game, which is part of its new "Mario Kills Tanooki" campaign, players "direct a bloody, skinned raccoon dog as he chases a tanuki fur–suited Mario through a surreal fur farm where raccoon dogs are routinely skinned alive for their fur."

"Tanukis are real-life raccoon dogs who are beaten and, as PETA's undercover exposés show, often skinned alive for their fur," says PETA Executive Vice President Tracy Reiman. "This winter, everyone can give raccoon dogs and other fabulous animals a 1-UP by keeping our wardrobes fur-free." PETA says that "by wearing the skin of an animal, Mario is sending the message that it's OK to wear fur." They also claim that the game informs people that in real life, "Mario would be wearing the skin of an animal who was beaten, strangled or electrocuted, and it wouldn't give him any special powers other than the power of self-deception."

Of course Mario isn't real life. Plumbers don't actually go down pipes and save princesses unless they are really high on prescription drugs. PETA should probably focus more of its efforts on the real world. Of course some would argue that because Mario is such a familiar icon to so many generations, that a campaign targeting him is good marketing. You can see the game for yourselves at

Source: Game Informer


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  1. Kajex says:

    It's still counter-productive. Nobody beyond it's members take them seriously anymore, they fail to bring in new members as a result. It doesn't help that they've been linked to criminal nutjobs like Rod Coronado.

  2. Allan Weallans says:

    I never played Super Paper Mario, but isn't there a bad guy in that who wants a Tanooki suit made of real fur, strongly implying that regular Tanooki suits are not made of real fur?

    I have to say this is pretty clever, though. PETA's M.O. is to get a reaction by stirring up outrage. They've noticed how much outrage mainstream media misrepresentation of video games generates, and decided to co-opt that. So, not stupid. Hateful and vile, yes, but not stupid.

  3. Vake Xeacons says:

    But what about the Frog Suit? Have we forgotten about that? (actually the Tanooki Suit was originally an actual suit. The leaf just turned him into Racoon Mario). Then there was the Hammer Suit. Are we going to let him get away for skinning a Hammer Bro?

  4. Zen says:

    But now it's in 3D! (as sarcastic as that sounded…it's proven to be pretty impressive so far since I started it yesterday).

  5. Neeneko says:

    I would not call them insane at all.. it is a very well run and effective organization if you accept animal rights are not actually their goal.

    Often insanity is really just a failure to understand the other person's motivations…

  6. Zerodash says:

    PETA has done more to hurt the animal rights and vegan (LOL) movement than any contrarian could ever dream.  

  7. Zen says:

    And ironically NOTHING is being said about Skyrim…where I have skinned just about EVERY animal I could get my hands on including a werewolf…and can wear the skin/fur in all it's glory!

    Seriously, you actually hunt down these animals, kill them, skin them, and then wear them.  Mario…he just grabs a magic leaf and BAM…instant PETA hate. Both are great games so far, but PETA is going go the low fruit with a wider known name and an iconic image by twisting the Super Mario Bros 3 box art.


  8. SimonBob says:

    In MY day a tanooki suit came from a giant block in a secret room — you only got the ears and tail from a leaf, and it let you fly instead of just "flutter."

    *grumble grumble today's youth etc.*

  9. Longjocks says:

    So, to protest perceived violence towards animals in a game, they make a game containing more graphic violence than the source…? Hmm…

  10. GrimCW says:

    guess i should take the fox skin off my neck and freeze then…. on second thought nah.

    i like this skin, and its soft fluffy fur… in fact i think i'll get more.. wheres that coyote skin i got around here…

    lol.. peta.. they still crusade against those that do less harm than they go. one of the worlds largest hypocritical organizations by far, and a great laugh each time they do something new. Even greater when people believe them.

  11. hellfire7885 says:

    Lets see, Super Mario Bros 3, which first featured the tanooki suit came out in 1988, meaning they noticed this Around 23 to 24 years too late.

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