Strange Man-Dressed-as-Baby in Lynching Ceremony Mystery

I met up with Em at lunchtime today, and after procuring for myself a meal deal from Boots, headed to the Pavilion Gardens to eat said food.
Halfway through the meal-deal, there was some kind of commotion. A large group -twenty or so- consisting of holidaymakers dressed in shorts and Hawaiian-looking shirts seemed to be quite excited about something. Many of them had A4-sized pieces of paper, some of which seemed attached to clipboards, giving them a surreal 'office-outing' type feel.
As Em and myself watched they all rushed en-masse to surround a figure lying on the ground. The figure was a full sized man dressed as a baby, in an adult sized romper suit, complete with dummy, and making accompanying crying and gurgling noises. This caused even more excitement to the strange holidaymakers who surrounded the figure now rolling about on the ground. It looked, as Em pointed out, quite, quite sinister and more than a little disturbing, as if we were witnessing some obscure lynching ritual, a Brighton version of tarring and feathering perhaps.
The gathered holidaymakers then began to sing 'London Bridge is falling down' at the man dressed as a baby, who looked pleased at this. The excited holidaymakers then moved to some other part of the gardens and I lost sight of them.
There was, however, another group of excited and Hawaiian-looking holidaymakers who then turned up and the whole ritual was repeated again, as disturbing as the first time.
This time I noticed that there were two or three women, dressed in red shirts with the logo 'Red Letter Days' on the back. Wasn't this some kind of company that specialised in balloon flights and Grand-Prix driving experiences? These women were taking photographs of the excited Hawaiian-looking group, who looked so pleased their broad smiles seemed in danger of splitting their faces.
Lunchtimes this week have been just strange.