Fluffers are standing by. Get your Fluff on in Union Square this coming Saturday.

By Mariya Manzhos

The 9th annual “What the Fluff?” Festival will rock the streets of Union Square on Saturday, September 27. More than 10,000 visitors are expected to flood into the heart of Somerville to celebrate the neighborhood’s community, history and culture by integrating Marshmallow Fluff into every aspect of the festivity. Somerville’s quirkiest annual party pays tribute to the Irish immigrant Archibald Query, who in 1917 concocted the recipe for this scrumptious gooey spread in the basement of his Union Square home.

Mimi Graney, the Executive Director of Union Square Main Streets, started the festival in 2006. “Whenever I would bring up fluff, people would get really animated and engaged and interested. I thought, we definitely have to do something with it,” said Graney.

This year’s festival theme is “steam-fluff”, a tasty combination of turn-of-the-century steam-powered aesthetics and all things fluffy and marshmallowy. Inventors from Artisan’s Asylum will display robot sculptures, industrial themed art, fantastical creatures, as well as fun new technology. Local craft vendors will offer an array of themed trinkets – tiny food made of clay as jewelry, necklaces with bone art, leather masks and vintage umbrellas.

“We really care about bringing together everybody in the community – immigrants, long-time residents, kids and the elderly,” says Graney.

The Fluff bash offers something for everyone. All sorts of wacky fun will take place at the Shenanigans Stage, but be prepared to get messy: there will be Fluff hairstyling, Fluff jousting, sticky musical chairs, a Fluff lick-off and a Fluffernutter relay. Behind the Independent, kids will have a chance to burn off their sugar rush in an inflatable bounce house and do some sweet fortune fishing and Fluff bowling.

At the performance stage the Emperor Norton’s Stationary Marching band will bring a unique concoction of gypsy-funk, avant-garde jazz and circus music. The guys from Federator N1 will get you moving to African beats and powerful vocals. And don’t miss the pop-motown tunes from the Dirty Dottys.

Every year organizers tap into Fluff’s history by reincarnating the Flufferettes, the music group who promoted the spread on the radio show hosted by Fluff owners Allen Durkee and Fred Mower in the 30’s. The sassy ladies from Rogue Burlesque will be stepping in this year as Flufferettes, looking to fire up everyone up with some geeky and G-rated fun.

So you think you can cook? It’s not too late to join the Fluff Cooking Contest. But start your imagination wheels spinning – the organizers want you to “Think beyond the whoopie!” And don’t worry, even if culinary arts are not your forte, you can purchase some goodies at the bake sale after the contest.

The monumental task of making the Fluff Fest happen is a large community effort, Graney says. There are 200 volunteers and more than 40 local vendors participating this year. “We try to work with locally owned businesses. We are not celebrating a giant corporation, but family owned businesses with food made locally.” Nearby businesses are embracing the Fluff spirit with gusto. Union Square Donuts brought back the Fluffanutta donut, filled with peanut-butter cream and topped with Fluff and peanuts. Bronwyn is putting out a “What the Fluff?” menu featuring the Beyond Flufferdome Cocktail and a haus smoked ham and Fluff sandwich. Bring your appetite for Fluff waffles from the Neighbourhood and Fluff ice cream from Tipping Cow Ice Cream. There will also be fluff tacos, pizzas and, of course, Fluffernutters. The organizers believe that everyone can come together around food.

Michael Katz has volunteered at the festival since its first year. He started out dressing up as Fluff inventor Archibald Query, but in recent years has been running the Shenanigans stage with his 26-year old daughter. Katz is committed to preserving the character of the neighborhood: “Fluff Fest and all the crazy and wonderful things that go on in the Square are a way to help us keep this area a meaningful and lovely place to live”.

What: “What the Fluff?” Where: Union Square, Somerville. When: Saturday, September 27, 3-7 p.m.