Wally Amos, the entrepreneur who transformed the cookie industry with his Famous Amos brand, passed away on August 13, 2024, at his residence in Honolulu. He was 88 years old. The family stated that complications related to dementia were the cause of his death.
Amos's journey began in 1975 when he opened a cookie shop on Sunset Boulevard in Hollywood, using a recipe he learned from his aunt. The brand quickly gained popularity, with sales reaching over $10 million by the early 1980s. Famous Amos cookies were known for their bite-size format and homemade taste, setting them apart from competitors.
Born on July 1, 1936, in Tallahassee, Florida, Amos's life took many turns before he found success in the cookie business. After his parents' divorce in 1948, he moved to Harlem to live with his aunt. He later joined the Air Force in 1954, serving for four years, mostly in Hawaii.
Amos's career in the entertainment industry began in the mailroom of the William Morris Agency. In 1961, he became the first Black employee to hold a junior agent position at the company. During this time, he worked with renowned artists such as Marvin Gaye, The Supremes, and Simon & Garfunkel.
The Famous Amos brand's success attracted investors, including singer Helen Reddy and soul legend Marvin Gaye. Amos became a celebrity in his own right, appearing on the cover of Time magazine in June 1977 and making cameo appearances on popular TV shows like "Taxi" and "The Jeffersons."
Despite his initial success, Amos struggled with the transition from founder to CEO. He sold his remaining stake in Famous Amos in 1988 for $3 million. After the sale, he briefly distanced himself from the cookie business, even shaving his beard and abandoning his signature Panama hats.
In 1991, Amos attempted to re-enter the cookie market with a new brand, but legal challenges limited him to selling muffins. He later became a passionate advocate for childhood literacy in Hawaii, reading to children every Saturday at his shop.
"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."
Amos authored several books, including autobiographies and motivational works. His personal life included six marriages to five women. He is survived by his wife Carol, four children, seven grandchildren, and five great-grandchildren.
Throughout his life, Amos maintained a positive outlook, often saying, "It doesn't matter how bad things look or what appearances are. If I can just continue on — one breath at a time — that's all I have to do."