22 Aug 2018 --- After more than a century, Barnum has rebranded its popular Animal Crackers packaging to show savanna animals, not behind bars – but roaming free. The move comes after animal rights activists PETA – who have been protesting the use of animals in circuses for almost thirty years – pressured band owner Mondelez to make the redesign in a letter of Spring 2016. Mondelez agreed and began planning for the redesign while cracker’s circus name “Ringling Brothers and Barnum and Bailey” was dropped altogether.