HONOLULU — Wallace “Wally” Amos, the influential figure behind the Famous Amos cookie brand and a dedicated advocate for children’s literacy, has passed away at the age of 88.
Amos, who built the Famous Amos cookie empire, eventually lost ownership of the company, along with the rights to use his name. In his later years, he opened a cookie shop called Chip & Cookie in Hawaii, where he resided since 1977.
He passed away at his home in Honolulu, surrounded by family, due to complications related to dementia.
“With his signature Panama hat, kazoo, and endless optimism, Wally Amos embodied the American success story and served as an inspiration for Black pride,” his family stated.
Amos was married six times to five women; he reconciled with his wife, Carol, after their initial separation.
His children remarked that their father “inspired a generation of entrepreneurs” when he launched the world’s first cookie store on Sunset Boulevard in Los Angeles in 1975.
Having been stationed in Hawaii with the Air Force, he later made it his permanent residence.
Sarah Amos, who was born in Hawaii, recalled her father’s dedication, frequently returning to the mainland for business and managing calls at odd hours.
“Running a business across the ocean presented challenges, but he made the necessary sacrifices,” she said.
While a master promoter, Wally Amos faced struggles as a businessman and ultimately walked away from control of the Famous Amos brand, preferring not to be merely its figurehead.
Losing the company and the right to use his name was a profoundly personal setback for him, as described by his son Shawn: “His later endeavors reflected efforts to reclaim his legacy.”
Amos also co-founded Uncle Wally’s Muffin Co., which gained national distribution, but he downplayed the significance of his fame.
“Being famous is highly overrated,” he once remarked.
His muffin company initially started as Uncle Noname Cookie Co. in 1992, shortly after losing his rights to the Famous Amos name.
Amos criticized the modern Famous Amos cookies, noting they differ significantly from his original creations which were rich in chocolate, real butter, and pure vanilla extract.
“You can’t compare a machine-made cookie with a handmade cookie,” he stated, illustrating the quality divide.
After facing financial challenges with Uncle Noname, the company transitioned to muffins at the encouragement of a business partner, ultimately achieving some success.
In his Hawaii cookie shop, he offered bite-sized cookies reminiscent of those from his original Famous Amos location.
Amos was also passionate about promoting literacy, featuring a reading room in his shop with numerous donated books, where he often read to children.
His contributions included serving as a spokesperson for Literacy Volunteers of America and delivering motivational talks to various organizations.
Amos received widespread recognition for his dedication to volunteerism, including a Literacy Award from President George H.W. Bush in 1991.
“Your greatest contribution to your country is the lives you inspire to learn to read,” Bush remarked during the presentation.
In his book “Man With No Name: Turn Lemons Into Lemonade,” Amos detailed the journey of his cookie business, describing how he lost ownership as outside investors took over.
After parting ways with Famous Amos, he took a brief hiatus from baking before launching Chip & Cookie in 1991.
Born in Tallahassee, Florida, Amos moved to New York City at 12, where he learned to bake from his aunt after his parents’ divorce.
He later joined the Air Force and worked at a talent agency before investing in his cookie venture.
Shawn Amos remarked on the profound family legacy associated with chocolate chip cookies that their father imparted to them.
“Making cookies with our kids made us realize this is a cherished family tradition,” he said. “It’s a gift from him and part of our heritage.”
