Nintendo has stood up to PETA claims that Mario's use of a Tanuki Suit sends the message that it's OK to wear fur.
PETA stated: "In Super Mario 3D Land tanooki may be just a suit, but by wearing the skin of an animal, PETA believes Mario is sending the message that it's OK to wear fur."
However, Nintendo is having none of it, telling Eurogamer.
"Mario often takes the appearance of certain animals and objects in his games," said a spokesperson. "These have included a frog, a penguin, a balloon and even a metallic version of himself. These lighthearted and whimsical transformations give Mario different abilities and make his games fun to play.
"The different forms that Mario takes make no statement beyond the games themselves."
Super Mario 3D Land is out this Friday and it's well worth your money.
It seems unlikely PETA has any real beef with Nintendo and Mario, but is merely using the high profile game to promote its cause.