The “What the Fluff?” festival hits Union Square once again soon, an event that has grown in the hearts of so many here.

For all these years Marshmallow Fluff has been a favorite snack food for many, while others could, frankly, take it or leave it. Either way, few would argue that the annual festival itself is chock full of fun and frivolity for everyone who attends.

A lot of public events come and go over the course of each year: road races, music festivals, family events … you name it. What is it though about the celebration of this sweet stuff that kindles a spot of warmth in so many of our hearts? Is it the generally whacky nature of the event itself? The overall tongue-in-cheek nature of each event within the event?

It is certainly a unique affair, with a rich history and heritage that sparks the imagination and brings out the kid in all of us.

The timing of it may have some influence on our affection towards it. As we bid farewell to the summer months and ring in the beginning of autumn, we may view the festivities as a last hurrah of the high season. One last fling in the warmth of the sun as we gently roll along towards the darker days of winter.

Whatever mysterious forces may exist that compel us to smear, spread, consume or bathe in the stuff, most of us have a real good time at it.

That’s what it’s all about in the end. Enjoying the day. So, happy birthday, Marshmallow Fluff!

What the Fluff? Festival 2023 takes place on Saturday, September 23, 3:00 – 7:00 p.m. in Union Square Plaza, 66-70 Union Square.