Wally Amos built Famous Amos into a 12 million dollar cookie company by 1981. Then he lost it, and the right to use his own name went with it.
In the clip below, he is past 80, on a morning TV show, launching yet another cookie brand. Look at the name on the screen. Aunt Della's. Not Amos.
He opened his first store on Sunset Boulevard in 1975.
The AP described him as a great promoter who struggled as a businessman. New investors kept taking more of his share. In a book he titled Man With No Name, he wrote: "I found I had lost all ownership in the company I founded."
In 1991 Famous Amos was sold to a Taiwanese company for 63 million dollars. By then he owned none of it.
One of the brands he started afterwards was called Uncle Noname.
In 2016, at 80, he walked into Shark Tank with a cookie company called The Cookie Kahuna. He asked for 50,000 dollars for 20 percent. Because of agreements he had signed with Famous Amos, he could not even use his face to sell it. No Shark invested.
In 2017 he posted a video saying he was flat broke and struggling to pay for rent, food and gas.
He never blamed only the buyers. In 1999 he told The Times he lost the company because he didn't listen to people, since he was Famous Amos.
12 million dollars. 50,000 dollars.
The bag kept his name. He had to keep inventing new ones.
He died in August 2024, at 88. Famous Amos still sells cookies with his name on them.
Did investors take Wally Amos's name, or did he sign it away one deal at a time?