FOR IMMEDIATE RELEASE: What the Fluff? Festival Toasts to Union Square
FOR IMMEDIATE RELEASE
Contact: Jessica Eshleman • jessica@unionsquaremain.org • 617.955.0080
Complete details: www.flufffestival.com
Press photos: Available here
[Somerville, MA, September 15, 2026] What the Fluff? A Tribute to Union Square Innovation, a far-out festival honoring the invention of Marshmallow Fluff, returns to Union Square in Somerville on Saturday, September 19 from 1pm to 5pm (severe weather date 9/20).
This year’s theme – Legally Fluff: A Toast to Union Square – is an ode to more than two decades of fluff-filled fun for all ages. All are invited to come play, delight in their food, and raise a glass to Union Square as What the Fluff? turns 21. Prost! Sláinte! ¡Salud! Here’s to Union Square!
Whether you prefer Fluff paired with peanut butter, in a delectable dish, or on a piece of art or collectable to take home, Legally Fluff has something for all. Attendees can:
Take part in hilarious antics with sticky activities like Fluff Musical Chairs, Fluff Limbo, a Fluff Hairdo Contest, and Fluff Jousting (yes, jousting!) on the Shenanigans Stage and hosted by Fluff Fest’s longtime Archibald Query impersonator
Groove with emcee Estefania Ladner of Ebi Sushi on the Fluff ‘N Jam Stage, with electric performances from: Magnificent Danger, Camelia Latin Dance Band, Solmaría, and Dom the Composer
Browse 100+ vendors who have whipped up sweet and savory Fluff-inspired dishes and created hundreds of Fluff-themed items such as art, jewelry, clothing, and more
Shop scores of local businesses who open their doors to Fluff lovers to enjoy scrumptiously sticky treats, buy limited edition Fluff goodies, and savor Fluff specials of all kinds
Get inspired at Somernova’s Innovation Alley where ideas stick, robots roam, marshmallows tower, and attendees enjoy hands-on fun
Challenge themselves or friends to navigate a flufftastic parkour course hosted by Somerville pros Parkour Generations Boston
Try their 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)
Touch-A-Truck (or many!) courtesy of City of Somerville first responder and DPW teams
Strike a pose with colorful cutouts and co-create a community paint-by-number masterpiece of favorite Fluff characters by local artist Nate Devarie
Delight in Yellow Shed’s tap dancing, balloon art from Confetti Friends, and demos from EMBODI studios, Villari’s Marital Arts, Swati Biswas, and more
Snag official Fluff Fest merch: t-shirts, sweatshirts, trucker & dad hats, koozies, stickers, pins tote bags, and limited edition 2026 items showcasing this year’s original design by local artist Jen Gubicza, and
Celebrate this year’s Mayor Joe Flufftastic Innovation for Impact Award honoree, Angela Hsuan Chen, who has regularly brought her linguistic prowess and food security smarts to the Union Square Farmers Market for the last three years to help neighbors who speak Spanish, Mandarin, Taiwanese, and English leverage its SNAP Match.
This year’s festival will also debut an updated and expanded event footprint to better accommodate increased attendance, improve pedestrian circulation, maintain emergency access, and enhance overall event safety and attendee experience.
“The remarkable growth of this community tradition reflects how much the greater Boston region loves the unexpected, its small businesses, art of all kinds, innovation, and community connection,” said Jessica Eshleman, Executive Director of Union Square Main Streets, the nonprofit who produces the festival in partnership with Somerville Arts & Culture. “These are hallmarks of Somerville and Union Square, one of the region’s most unique and spirited neighborhoods.”
The endlessly entertaining What the Fluff? Festival is made possible by the generosity of its sweet sponsors: The Boston Globe’s Camberville & beyond, GBH, The Hamilton Company, EventThem, Somernova, Workbar Somerville, Kerbey Harrington Pinkard LLP, Liberty Cannabis, Rockland Trust, Toast Local, USQ, Webster First Credit Union, Coast Cannabis, GoodVibes, Middlesex Federal, Nicewicz Family Farm, Parenting Journey, Power Home Remodeling, Renewal by Anderson, MassBike, Parkour Generations Boston, Confetti Friends, The Durkee-Mower Company, and Teddie Peanut Butter.
“Fluff Fest is one of those events that really captures what makes Somerville special. It’s creative, a little weird, and a whole lot of fun,” said Bryan McAuslan, owner of EventThem. “After being involved with the festival for nearly a decade, I'm excited to once again help bring such a unique Union Square tradition to life. Especially one that spotlights so many local businesses and the Somerville community as a whole.”
Festivities are expected to attract 30,000 Fluff fans and traffic will be rerouted around Union Square to accommodate festival activities. Revelers are highly encouraged to walk, bike, boogie, or take public transit.
Free bike valets by MassBike can be found on Somerville Avenue at the eastern festival entrance near Gracie’s Ice Cream and at the western entrance at Church Street near Market Basket.
Date: Saturday, September 19, 2026 from 1pm to 5pm / severe weather date Sunday, September 20, 1pm to 5pm
Where: Throughout Union Square including the Union Square Plaza, Bow Street, and Somerville Avenue from Warren Street near Gracie’s Ice Cream to Church Street near Market Basket in Somerville, MA 02143
Cost: Free!
Fluff details: www.flufffestival.com
Severe weather and other emergencies can happen. Fluff Festival attendees can sign up for day-of emergency text alerts for this year’s event: text FLUFF26 to 888777.
What the Fluff? is produced by Union Square Main Streets, a 501(c)(3) economic empowerment nonprofit organization, with a mission to strengthen the dynamic neighborhood of businesses and people in Union Square in partnership with Somerville Arts & Culture.
