HONOLULU (AP) — Wallace
"Wally" Amos, the visionary behind the Famous Amos cookie empire and
later a children's literacy advocate, has passed away at the age of 88. Amos,
who pioneered the gourmet cookie industry, died Tuesday at his home in Honolulu,
surrounded by his wife Carol and family. He had been battling dementia,
according to his children.
Wally Amos founded the Famous
Amos cookie brand, only to lose ownership of both the company and his rights to
the name. Afterward, he continued his passion for baking at his cookie shop,
Chip & Cookie, in Hawaii, where he had lived since 1977.
Known for his signature Panama
hat, kazoo, and infectious optimism, Wally Amos embodied a true American
success story, inspiring countless entrepreneurs. His children, Sarah, Michael,
Gregory, and Shawn, released a statement calling their father "a great
source of Black pride." They shared fond memories of his joyful spirit and
remarked on his lasting impact. “He loved love,” Sarah Amos said, reflecting on
his six marriages, including a remarriage to Carol after a period apart.
Amos' entrepreneurial journey
began with the world’s first gourmet cookie store, which opened on Sunset
Boulevard in Los Angeles in 1975. Although stationed in Hawaii during his time
in the Air Force, his cookie empire gave him the means to make the islands his
permanent home. His daughter, Sarah, recalled the difficulty he faced managing
the business from Hawaii, often rising at 4 a.m. to take business calls.
Despite his success as a
marketer and promoter, Amos struggled with the business side of things,
eventually losing control of Famous Amos. "He didn’t want to just be the
face of the brand," Sarah said, explaining why he walked away. Losing his
business and the rights to his name was a deeply personal and painful
experience for him. His son Shawn added, “The rest of his professional life was
an attempt to reclaim that space.”
Even after losing Famous Amos,
Wally continued baking, co-founding Uncle Wally's Muffin Co., whose products
are still found in stores nationwide. "Fame never really mattered to
him," Amos told the Associated Press in 2007, reflecting on the ups and
downs of his career.
Before it became Uncle Wally’s
Muffin Co., the business started as Uncle Noname Cookie Co. in 1992, just a few
years after Amos lost Famous Amos. Despite the early setbacks—including debt
and issues with manufacturers—Amos' passion for baking remained. The muffin
company came about after his partner suggested shifting from cookies to
muffins.
Though his Hawaii cookie shop,
Chip & Cookie, is now closed, Amos continued to bake and inspire. He sold
bite-sized cookies reminiscent of those he made famous at his original
Hollywood store. In addition to cookies, Amos was a passionate advocate for
reading. His shop featured a reading room filled with donated books, and every
Saturday, Amos would don a watermelon hat, sit in a rocking chair, and read to
children.
Amos' dedication to literacy
extended beyond his store. He authored eight books, served as a spokesperson for
Literacy Volunteers of America for 24 years, and gave motivational talks across
the country. His contributions earned him numerous awards, including the
prestigious Literacy Award from President George H.W. Bush in 1991.
“Your greatest contribution to
your country is not your signature straw hat in the Smithsonian, but the people
you have inspired to learn to read,” President Bush said.
In his book *Man With No Name:
Turn Lemons Into Lemonade*, Amos detailed how he lost his company long before
it was sold for $63 million in 1991. He shared that despite strong sales, by
1985 the business was losing money, forcing him to bring in outside investors.
Over time, the new owners took control of the brand, and Amos eventually lost
all ownership.
After parting ways with Famous
Amos, Wally stopped baking for two years but eventually reignited his passion,
launching Chip & Cookie in Hawaii in 1991.
Born in Tallahassee, Florida,
Amos moved to New York City at age 12 after his parents' divorce. He lived with
his aunt, Della Bryant, who taught him how to make chocolate chip cookies.
After dropping out of high school, Amos joined the Air Force before beginning a
career in the mailroom of the William Morris Agency. He rose through the ranks
to become the first Black talent agent, working with legendary artists such as
The Supremes, Simon & Garfunkel, and Marvin Gaye. He later borrowed $25,000
to launch his cookie business.
For Wally Amos' children, the
legacy of the chocolate chip cookie has become deeply personal. "The first
time we made cookies with our kids, it really sank in that this is part of our
heritage,” said Shawn Amos. “It’s a gift he gave us.”
