Until the 1980s, New Brighton was a popular seaside resort and a favorite destination for day trippers, in the north west of England. In 1999, the once busy promenade was reduced to a car park and a turning bay for buses. Many buildings were abandoned; the only businesses still working were an amusement hall, a “Fish ‘n’ Chips-Shop” and one hotel. The teddies were temporarily installed on the promenade overlooking Europe’s (at the time) dirtiest sea.