(AP) — The Ringling Bros. and Barnum & Bailey Circus will phase out the show's iconic elephants from its performances by 2018, telling The Associated Press exclusively that growing public concern about how the animals are treated led to the decision. Executives from Feld Entertainment, Ringling's parent company, said the decision to end the circus's century-old tradition of showcasing elephants was difficult and debated at length. "There's been somewhat of a mood shift among our consumers," said Alana Feld, the company's executive vice president. "There are endless possibilities," said Juliette Feld, another executive vice president of the company and a producer of Feld's Marvel Universe Live, Disney on Ice and Monster Jam shows, among others. Since the center opened in 1995, 26 elephants have been born there. Ringling's elephants have been at the center of lawsuits and ongoing complaints from animal rights activists. In 2014, Feld Entertainment won $25.2 million in settlements from a number of animal-rights groups, including the Humane Society of the United States, ending a 14-year legal battle over unproven allegations that Ringling circus employees mistreated elephants. In 2008, Feld acquired a variety of motor sports properties, including monster truck shows, motocross and the International Hot Rod Association, which promotes drag races and other events.