elephantsFeld Entertainment today announced it would phase out elephants at its three Ringling Bros. and Barnum & Bailey circus units by 2018 due to "shifting consumer preferences."

The 13 elephants currently performing will relocate to the company's conservation center in Florida to join the more than 40 animals already there.

The company said it would focus exclusively on elephant conservation with programs here and in Sri Lanka.

CEO Kenneth Feld said Ringling Bros. has played a critical role in preserving endangered Asian elephants since it opened the Florida center in 1995.

He called the decision to remove the elephant acts was not an easy one, but made "in the best interest of the company."

People for the Ethical Treatment of Animals activist group, which has waged a 35-year campaign protesting Ringling Bros. use of elephants, declared a victory, calling it a "day to pop the Champagne corks and rejoice that the first important step has been taken."

The organization though questions why Ringling has set a three-year timetable for the phase-out.

The circus will continue using lions, tigers, horses, dogs and camels in its acts.