In the 1990's, Wally worked with others, including Lou Avignone, a Famous Amos distributor, to launch Uncle Wally’s Family of Muffins, which produced various homemade-style and healthy muffins.In some cases, cookies were too large, in others too small and some bags had no cookies in them at all. In 1996, Wally opened the Uncle Noname Cookie Company, but it went bankrupt after issues with the manufacturers.In 1988, Keebler Company purchased the Famous Amos brand and Wally returned to his role as the spokesperson.His reputation as an American entrepreneur continued to grow. Wally opened two more Famous Amos franchises on the West Coast and New York’s Bloomingdale’s Department Store also agreed to sell the gourmet cookies.The store opened with a gala grand opening and a unique advertising campaign. He became the founder of Famous Amos Cookies when his first store opened on Sunset Boulevard in Los Angeles in 1975 with backing from friends like Marvin Gaye and Helen Reddy.He adapted his Aung Delia’s chocolate chip cookie recipe and decided to open the first free standing cookie store. In an effort to deal with the failing personal management business in Los Angeles, Wally turned to baking for comfort.Over the next few years, he headed the new rock and roll department at the agency, working with Diana Ross, Marvin Gaye and Sam Cooke.It was Wally who discovered and signed Simon & Garfunkel to the agency.In 1962, Wally became the first black talent agent in William Morris Agency’s history.Wally earned his GED while in the Air Force.In 1991, Wally attempted to start another cookie company called “Wally Amos Presents Chip & Cookie,” but was sued by the Shansby Group for violating a clause in their contract that forbade him from using his name or likeness on the packaging of any food product.Eventually, he was fired as the spokesperson for the company, despite being the Founder of Famous Amos Cookies.In 1985, mismanagement of his Famous Amos cookie company forced Wally to sell off parts of the company and, in 1988, the Shansby Group purchased the remainder of the company, re-positioned the brand image and changed it from a specialty item to a lower-priced product.His main client was trumpeter, Hugh Masakela, who dropped him soon after Wally had uprooted his wife and son to move them to California. In 1967, Wally left William Morris Agency and moved to Los Angeles, California, hoping to set up his own personal management company, but the business struggled.Wally’s parents separated in 1948 and he was sent to New York City to live with his Aunt Delia.Both his parents were illiterate, which prompted him to create Read it LOUD, an organization that fights illiteracy.The family was very poor and Wally often had to walk four miles to and from school because he did not have bus fare. ![]() He also has a daughter, Sarah, with his third wife, Christine Harris.
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