What the Fluff?

Come celebrate the 101st anniversary of the invention of Fluff with Fluff the 13th

presented by Allstate

Saturday, September 22, 2018 (rain date 9/23)


Union Square • Somerville, MA

What the Fluff?

Union Square • Somerville, MA

So, What’s the Fluff?

Join us for the celebration of the 101st anniversary of Fluff, invented right here in Somerville’s Union Square in 1917 by Archibald Query.  This madcap, fun-filled festival draws approximately 15,000 people and is cited as one of the reasons why Lonely Planet named Somerville in the top 10 “Best In The US” travel destinations for 2017.

The 13th annual “What the Fluff” Festival will feature musical performances, a cooking contest, Fluff-themed games, activities, antics and fun for every age, and Fluff treats of every sort.

This year’s theme—Fluff the 13th—plays on imagery lucky 13 so often conjures: black cats, turning luck, ironic horror, illusion, fantasy, and the magical. Join us as we step into an alternate dimension of the imagination!

“What the Fluff?” A Tribute to Union Square Invention is presented by Union Square Main Streets as part of the Somerville Arts Council/ArtsUnion.

As seen in Yankee Magazine and Delish!


  • Mark your calendars ➡️ SATURDAY, SEPT. 22 (rain date 9/23)! Fluff Festival is back and this year, we are channeling “Fluff the 13th!” - with black cats, magic 8 balls, ouija boards, and all things mystical and magical ✨. Stayed tuned for more details to come! RSVP to our FB event page | PC: @tingzhou
  • Still looking for a great holiday gift? Look no further! We have some of the best Fluff gear around - totes, hats, aprons, and old Fluff Festival t-shirts. Check out our online store to see what's available (link in bio) Happy Holidays! 💸❄️🎁🎉
  • We ❤️ the Flufferettes! | PC: @caltendahl
  • It's never too early for sweets! #tbt to Fluffernutter cookies & fluffernutter ice cream 🍦🍪. Yum and yum. | PC: @the_mimi_says
  • #tbt @carolicious424's gluten-free Fluff-filled whoopie pies...🤤🤤 | PC: @lespicerack
  • Treats from @7ate9bakery! Dreaming of that cheesecake jar...peanut butter fluff. So good 🤤🍰#tbt | PC: @atasteofboston
  • Another throwback --> empandas from @buenasbrand👌. If you couldn't get enough of Buenas, don't you worry! They'll be joining @bow.market come early 2018! Stay tuned for more updates to come 🤤| PC: @amboys85
  • Can't believe that #FluffCentennial was only 10 days ago! Now that we have had the time to recover from all that Fluff, we want to thank everyone for joining us for the fun-filled day! We will be sharing and reposting photos from some of our amazing Festival-goers, so be sure to tag us! | PC: @alliemargaret94
  • Fluff cocktails and hurricane relief, the best combination. Tomorrow!
#Repost @casa_b_restaurant ・・・
#flufffestival2017 #cocktails Canela Flufferum:  Ron del Barrilito PR Rum, #fluff, #cinnamonsyrup, fresh #lime Fluff Serpentine: #fourrosesbourbon, #greenchartreuse, #fluff, #oleosaccharum #somerville #unionsquarema @unionsquarems @flufffestival.  A portion of all bar sales on Saturday will be #donated for #hurricanemaria relief in #puertorico
  • Omg YUM!
#Repost @cambridgeculinary ・・・
Chef Delphin and team made us 1,500 French Macarons in two flavors for the @flufffestival tomorrow! Come visit us for Peanut Butter Fluff Macarons and Black Currant Fluff Macarons made by the master! All proceeds will be donated to @communitycooks.
#cambridgeculinary #FrenchMacarons #macarons #unionsquare #somerville #somervilleeats #bostonfoodie #bostonfoodieguide #treatyoself #foodstagram #foodporn #bostonfoodscene #flufffestival #fluffstagram #fluffstuff #marshmallowfluff
  • The Phat Elvis is going to be UNBELIEVABLE!
#Repost @buenasbrand ・・・
Oh shit. This one is going to be good. (Not going to, I already tried it. It is.) Maduros + chicharrones + peanut caramel + Fluff = The Phat Elvis. Available exclusively at @flufffestival this Saturday.
  • Check out the irresistible tacos from Honeycomb Creamery!
#Repost @honeycombcreamery ・・・
Taco Tuesday never looked so good. Our S'mores taco is back on the menu! Available now until close (or sell out!). 📷: @mariluizleg

Follow Us

Cooking Contest Registration

A call for Fluff enthusiasts! Registration for the Cooking Contest is now open. Submit your best Fluff recipe and our celebrity judges will put your dish to the test! Deadline is Monday, September 17, 2018.

Register Here

Award Categories

  • Best Future Chef
  • Most Retro Recipe
  • Most Inventive Recipe
  • Grand Prize: Centennial Winner

Cooking Contest Judges

2018 Judges will be announced soon!

Thank You, Volunteers

It takes a small army to make the Fluff Festival a success! From setup to decor, to sticky-sweet fluff games, bake sales, and more, our volunteers are essential to a smooth festival experience for all. Thank you to our 100+ volunteers for 2017! 

If you are interested in volunteering for this year’s Fluff Festival, either in the preparation phase or at the Festival, please fill out the Volunteer form.

See below for details about the 2018 Fluff Festival

Main Stage

Schedule to be posted soon.

Dept. of Shenanigans

3:00pm Marshmallow Toss
3:15pm Blind Man's Fluff
3:30pm Fluff Jousting
4:00pm XFluff on the Nose
4:15pm Fluff Lick Off
4:30pm Fluff Musical Chairs
4:50pm Blind Man’s Fluff
5:00pm Costume Contest
5:40pm Fluff Jousting
6:10pm Fluff Musical Chairs
6:30pm Fluff Lick Off
6:45pm Fluff Hair Dos


3-7 Somerville High School Robotics Team and other innovative friends return for the second year of Invention Alley!
Activities offered include robotics, 3Doodler pen, vinyl cut designs, laser etching and more.

Other Happenings

2018 Vendors

Fluff Sales

2018 Merch available at the Bus Shelter Shop on Somerville Ave. within the festival area
2018 Fluff Festival T-shirts (onesies, toddlers, youth & adults)
What the Fluff Hats
What the Fluff Tote Bags
Fluff Stickers
Fuff Boy Comic
Looking for a T-shirt from a previous year? Check out the Fluff Vault at Bow Market.

Getting Here


We highly recommend alternative means of getting to Union Square including by bike, by bus or walking.  We’re just a 25 minute walk from Lechmere, Porter, Harvard, Central or Sullivan Squares. 

By Train

Red Line MBTA: Take Red Line to Harvard Square, then the #86 (Sullivan Square) bus to Union Square. Or take the Red Line to Davis Square, then the #87 (Lechmere) bus to Union Square.

Orange Line MBTA: Take the Orange Line to Sullivan Square, then the #86 (Allston) bus or the #91 (Central Square) bus to Union Square.

Green Line MBTA: Take the Green Line to Lechmere Station, then the #87 (Clarendon Hill) bus to Union Square.

By Bus

86: Sullivan Station – Reservoir (Cleveland Circle) via Harvard/Johnston Gate
87: Arlington Center or Clarendon Hill – Davis Station or Lechmere Station via Somerville Ave.
88: Clarendon Hill – Lechmere Station via Highland Avenue
91:  Sullivan Station – Central Sq., Camb. via Washington St.

Routes 86, 87 and 91 detoured around Union Square from 12:30 PM to 8:00 PM on Saturday, September 24.

If you do decide to drive, it’s recommended to park on the outskirts of Union Square.

By Bike

Rent a Hubway bike and park it at the Union Square Station.

Thank You to Our 2018 Sponsors

  • usms
    • city seal thumbnail
    • SAC_black web
    • mcc logo thumbnail

2018 Bronze Sponsor

  • Bow Market Logo
    Crowdsourcer Sponsor

2018 Media Sponsor

  • AllstateLogo