The setting of "Frindle" is Westfield, NewHampshire. Much of the story is centered around the elementary school in the town of Westfield. He is in a small town where the children all know each other. He and his friends have gone to school all through their school years as did their brothers and sisters. They all had the same teachers and the traditions continue from year to year.
Westfield is one of many towns in the small New England state and news travels quickly. Everyone knows what everyone else is doing and it is for this reason that the whole concept of the word "frindle" takes on a life of it's own.