20th Annual What the Fluff? Festival

Start: Saturday, September 20, 2025 2:00PM
End: Saturday, September 20, 2025 6:00PM

What the Fluff? A Tribute to Union Square Innovation is a madcap festival honoring the invention of Marshmallow Fluff. It celebrates Somerville’s long-standing tradition of innovation with live music, fluffalicious feasts, sticky games, and so much more happening Saturday, September 20 from 2-6pm in Union Square (severe weather date Sunday, September 21). Every September since 2005, Marshmallow Fluff has taken over Union Square to instigate all kinds of sticky situations. That’s two wild, wacky, sweet decades of artists, businesses, and community coming together in the name of Fluff. This year’s theme, Forever Fluff: 20 Years of Sticky, Sweet Somerville, commemorates the endurance of this endlessly unique and unexpected celebration. If anything’s proved true over these 20 years, it’s that folks don’t Fluff around for just one day. Fluff tattoos? Been there. Fluff “I dos”? Done that. In Somerville, Fluff is so much more than just a culinary confection; it’s a time-honored tradition you can really sink your sweet tooth into. Devour deliciously diverse food, shake it alongside toe-tapping performances, feud in family-friendly games, and visit with a variety of vendors who know what Fluff is all about. Whether this will be your 1st, 5th, or 20th Fluff Fest, Forever Fluff is sure to have something for Fluff fans of all ages. Life is eternally changing. Fluff is Forever. What the Fluff? is brought to you by Union Square Main Streets, a 501(c)(3) nonprofit organization, with a mission to preserve the unique character and advance the strength of the Union Square business district and community in partnership with the Somerville Arts Council as part of the ArtsUnion initiative to enhance the cultural economic development of Union Square.