Cookie icon "Famous" Amos dies at 88

Wallace “Wally” Amos, the creator of the cookie empire that took his name and made it famous and who went on to become a children’s literacy advocate, has died. He was 88.

Amos created the Famous Amos cookie empire and eventually lost ownership of the company — as well as the rights to use the catchy Amos name. In his later years, he became a proprietor of a cookie shop called Chip & Cookie in Hawaii, where he moved in 1977.

He died Tuesday at his home in Honolulu, with his wife, Carol, at his side, his children said. He died from complications with dementia, they said.

“With his Panama hat, kazoo, and boundless optimism, Famous Amos was a great American success story, and a source of Black pride,” said a statement from his children, Sarah, Michael, Gregory and Shawn Amos.

He was married six times to five women, son Shawn said, explaining that he and Carol had split up, reacquainted and then remarried.

They said their dad “inspired a generation of entrepreneurs when he founded the world’s first cookie store” on Sunset Boulevard in Los Angeles in 1975.

He had been stationed in Hawaii with the Air Force, and Famous Amos gave him the means to later make it his home.

Sarah Amos, who was born in Hawaii, remembers her dad flying back and forth to the U.S. mainland and taking business calls at 4 a.m.

“It’s hard to run a business and to work with people on the mainland when you’re in Hawaii,” she said. “But he made the sacrifice.”

While Wally Amos was a great promotor, he struggled as a businessperson and eventually lost control of the company. He walked away from it because he didn’t want to just be its face, Sarah Amos said.

Later losing the business and the right to use his name was deeply painful and personal, Shawn Amos said: “The remainder of his life and the remainder of his professional pursuits were attempts to get him to, you know, reclaim that space.”

Wally Amos was also co-founder of Uncle Wally’s Muffin Co., whose products are found in stores nationwide. But Amos said the fame never really mattered much to him.

“Being famous is highly overrated anyway,” Amos told The Associated Press in 2007.

His muffin company, based in Shirley, N.Y., was originally founded as Uncle Noname Cookie Co. in 1992, a few years after Amos lost Famous Amos, which still widely uses his name on its products.

Amos had said the Famous Amos cookies sold today are unlike his cookies, which had lots of chocolate, real butter and pure vanilla extract.

“You can’t compare a machine-made cookie with handmade cookie,” he told the AP. “It’s like comparing a Rolls Royce with a Volkswagen.”

Uncle Noname, however, foundered because of debt and problems with its contracted manufacturers.

The company filed for bankruptcy in 1996, abandoned cookies and went into muffins at the suggestion of Amos’ business partner, Lou Avignone.

Inside his now-shuttered Hawaii cookie shop, he sold bite-sized cookies similar to the ones he first sold at the Famous Amos Hollywood store.



Wallace "Famous" Amos at his home in Hawaii in 2007.  (AP Photo Lucy Pemoni)