What the Fluff? A Tribute to Union Square Innovation takes place this Saturday in Union Square.

What the Fluff? A Tribute to Union Square Innovation returns for a 17th year next Saturday, September 17, from 3:00 to 7:00 p.m. (rain date September 18) in Union Square. This zany, madcap festival honors the invention of Marshmallow Fluff by Archibald Query in Somerville in 1917 and salutes the spirit of innovation that thrives in Union Square today.

Like peanut butter to its Fluff, the world can be salty and sweet. This year, Fluff at First Sight: Back on Track presented by Boynton Yards hits the streets in its traditional festival format and scoops a spoonful of Somerville to help life’s absurdities go down.

For a sweet remedy to construction cones, public transit troubles, and feeling like you’re living in a quarantine meme, make your way to Union Square and fall in love with Fluff all over again. This What the Fluff? will feel like the first time. Festival goers will descend in droves upon Somerville to make a spectacle of their love for Marshmallow Fluff. A wide variety of themed happenings promises cost-free fun for all ages:

Take part in hilarious antics with sticky activities like Fluff Musical Chairs, Fluff Hairdos, and Fluff Jousting on the Shenanigans Stage hosted by Fluff Fest’s longtime Archibald Query impersonator

Groove with Emcee Jay Lockett, owner of Himalayan Kitchen and DJ Mixtress on the Fluff’n Jam stage featuring: Samba Lolo, Home Despot, MonaVeli, and DJ Mixtress The Fluff Freaks: orchestrated by former Mayor of Somerville Joe Curtatone, this collection of incredible musicians features horns, percussion, and soulful, sticky, sweet, flufftastic funk and … the annual presentation of the Mayor Joe Flufftastic Innovation for Impact Award.

Challenge yourself or friends to navigate a flufftastic parkour course hosted by Parkour Generations Boston.

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).

Leave your mark at the Creation Station with arts, crafts, and other interactive activities.

Strike a pose with colorful cutouts of your favorite Fluff characters by local artists Nathaniel Devarie and CultureHouse.

Browse 50 vendors ready to serve up sweet and savory Fluff-inspired dishes, oodles of Fluff-themed items, and crafts.

Shop scores of local businesses who 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. Participating businesses and more details can be found at https://www.flufffestival.com.

“Union Square is loved for its hip vibe and eclectic happenings. Visitors love the sense of discovery that unfolds as they explore our funky Square every day, but especially during Fluff Fest.” said Jessica Eshleman, executive director of Union Square Main Streets. “Following two years of pandemic-induced modifications, there is so much excitement about Somerville’s signature event returning to its traditional street festival format to welcome festival-goers from Boston and beyond.”

The endlessly entertaining What the Fluff? Festival is made possible by the generosity of its sponsors: Boynton Yards, Somernova, Liberty Cannabis, USQ, Eaglebrook Capital, Verizon, EventThem, CultureHouse, Parkour Generations Boston, and Boston.com.

“As a proud partner of Union Square Main Streets, Boynton Yards is thrilled to see Fluff Fest back in full force. We applaud the hard work of the USMS team to bring together the community and celebrate Somerville’s iconic tradition.” said John Fenton, managing partner of DLJ Real Estate Capital Partners, on behalf of the Boynton Yards development team. “Boynton Yards looks forward to a continued partnership with USMS and many more exciting community offerings to come.”

Festivities are expected to attract 20,000 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. New this year: a free bike valet will be offered by Mass Bikes.

What the Fluff? is produced by Union Square Main Streets and the Somerville Arts Council.

More details: www.flufffestival.com.