Animal rights group People for the Ethical Treatment of Animals (PETA) has set its sights on iconic video game character Mario for wearing fur in Nintendo’s latest 3DS game Super Mario 3D Land.

Since the game launched Sunday, the organization has launched a scathing online campaign entitled “Mario Kills Tanooki.” In Nintendo’s new game, Mario sometimes dons the skin of a tanooki, which is a Japanese raccoon dog.

“Tanooki may be just a suit in the game, but in real life tanuki are raccoon dogs who are skinned alive for their fur,” PETA’s site states. “By wearing a Tanooki, Mario is sending the message that it is OK to wear fur.”

To make their point, the site also features a disturbing video of real tanuki being abused by workers in the Japanese fur trade accompanied by a image of a bloodied Mario holding the head of a dead raccoon dog.

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