...because of his tanooki:


The People for the Ethical Treatment of Animals might be barking up the wrong mushroom.
On Monday, the controversial organization issued a press release attacking iconic Nintendo mascot Mario for wearing a 'Tanooki' suit in his latest adventure, the Nintendo 3DS game Super Mario 3D Land, which hit shelves on Sunday.
"Tanooki may be just a "suit" in Mario games, but by wearing the skin of an animal, Mario is sending the message that it's OK to wear fur," PETA says.

PETA also made an insane parody game:

What the fuck.