The 20th Annual What the Fluff? Festival is scheduled for Saturday, September 20, 2025 from 2-6pm!
Stay tuned for more details soon! #ForeverFluff
Interested in being a vendor at the 2025 Fluff Festival?
Apply here!
What the Fluff? A Tribute to Union Square Innovation is a madcap festival honoring the invention of Marshmallow Fluff.
Get your groove on with Emcee Majic Alphonse from the Dojo @ Somernova on the Fluff ‘N Jam Stage, featuring performances from:
2:45pm - Welcome by Mayor Ballantyne
3pm - The Velvet Dirtmunchers
3:45pm - Flutterby "Fluff" Faeries
4pm - Tenille Ja'Nae
4:45pm - Somerville High School Step Team
5:00pm - Mayor Joe Flufftastic Innovation for Impact Award Presentation
5:15pm - FM Collective
And DJ Mega Majic & DJ Dezzy will be spinning the tunes all day to keep the party going!
Take part in these hilarious antics hosted by Fluff Fest’s longtime Archibald Query impersonator:
2:00 PM – Marshmallow Toss
2:15 PM – Fluff Jousting
2:50 PM – Fluff on the Nose
3:05 PM – Fluff Musical Chairs
3:40 PM – Fluff Limbo
4:05 PM – Fluff Musical Chairs
4:40 PM – Fluff Limbo
5:05 PM – Fluff Jousting
5:40 PM – Fluff Hairdos
Try your hand at old-school, boardwalk-style games including Fluff Bowling, Fluff Ring Toss, and more at the Midway Games Area (free to play, free to win prizes!)
Get inspired at Innovation Alley presented by Somernova featuring youth inventors, a bot that makes S'MOREs, and a chance to relax in the Inno Alley Lounge and more!
Experience the thrill of this exciting sport with guidance from Somerville’s very own pros.
Don't miss the chance to order or take home some fluffy merch! Tshirts, hats, tank tops, sweatshirts, koozies, tote bags, and more.
Bring your two wheels without worrying about locking up with TWO FREE bike valets provided by Mass Bike.
Strike a pose with colorful cutouts of your favorite Fluff characters by local artists Nathaniel Devarie and CultureHouse.
SVB - sand art
Strut your Somerville pride in a Fluff t-shirt, tank top, hat or sweatshirt! Limited edition 2024 Fluff merchandise will be available in the merch tent on Somerville Ave by Parenting Journey. Other fun fluff stuff (totes, koozies, & more!) will also be available!
Too excited to wait for the Fest?
Order your Fluff Stuff from the Fluff Vault now at the Union Square Main Streets’ online store!
One day of Fluff is simply not enough! Scores of local businesses will be opening their doors to Fluff lovers in the lead up and during the Festival for you to enjoy scrumptiously sticky treats, buy limited edition Fluff goodies, and take advantage of other flufftastic specials.
Check out these participating businesses and their flufftastic offerings!
Fluff macas, s’mores macaron stuffed cookies, s’mores macaron croissant, & Fluffernutter macaron croissant
This free community celebration would not be possible
without the generous support of these partners:
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A very special shoutout to the Fabulous Fluff Planning Team who– for a’nutter year – has come together to plan a flufftastic event. Their love for Fluff, endless creativity, and knack for sticky situation problem resolving has made it possible to sustain this beloved community tradition Simply put, the Fabulous Fluff Planning team is the peanut butter to Union Square Main Streets’ Fluff!
Kate Noonan, Fluff Fest Coordinator Extraordinaire
Mike Katz, Our Very Own Archibald Query
Bryan MacAuslan, EventThem
Kevin McMaster, Rockland Trust
Jen Palacio, Tiny Turns Paperie
Voravut Ratanakommon (AKA Spicy V)
Jen Gubicza, Zooguu Handmade, designer for this year’s flufftastic theme
City of Somerville DPW
Durkee-Mower
Teddie Natural Peanut Butter
Union Square is short on parking. Best ways to get to the Fest are to walk, bike (free bike valet!), boogie, or take public transportation. If you must drive, we recommend that you park on the outskirts of Union Square. But really, we don’t recommend you drive, if at all possible.
Start from our Eastern Entrance (Lechmere, Inman, Central, East Somerville)
Start from our Western Entrance (Porter, Davis, etc)!
Bring your two wheels without worrying about locking up with TWO FREE bike valets once again provided by our sweet friends at MassBike at each entry!
We’re just a 25 minute walk from Lechmere, East Somerville, Porter, Harvard, Central or Sullivan Squares.
Hop on the MBTA Green Line and ride directly to Union Square Station. From there, it’s just a short walk to the festival’s East Entrance near Gracie’s Ice Cream!
Route 87 buses will be detoured on from 11am-8pm. Please make connections at Somerville Ave at Stone Ave or Somerville Ave at Loring Ave.
Mention us or tag us @flufffestival on your instagram posts so we can see how you Fluff.
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