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Circus World was built in 1973 by the Felds (then owners of Ringling Bros.) to combine circus based shows and amusement park rides with a new winter quarters for the Ringling Brothers Barnum and Bailey Circus. It was later sold to Mattel, Inc. who sold it to developer Jim Monaghan in 1984. Sold to Harcourt Brace and Jovanovich in 1986 who shut the park down and rebuilt it as Boardwalk and Baseball which opened on February 14, 1987. HBJ sold its theme park assets (which included SeaWorld and Cypress Gardens) to Busch Entertainment Corporation on September 28, 1989 and Busch closed Boardwalk and Baseball on January 17, 1990.