Wally Amos Appeared onShark Tankbut the Sharks Passed on a Deal — Watch the Late Cookie Creator's Pitch

Mar. 15, 2025

Wally Amos on ‘Shark Tank.'.Photo:shark tank/youtube

shark tank/youtube

Thelate Wally Amosnever gave up on his dream.

The founder of cookie giant Famous Amos died on Aug. 13 at age 88 from complications of dementia, PEOPLE confirmed. But the baked good mogul was still pitching and selling new treats up until the last several years of his life.

In the episode, Amos could be seen wearing his signature hat and loads of beaded necklaces as he asked the sharks for $50,000 in exchange for 20% ownership in the cookie brand.

“I’ve been selling cookies for 40 years,” Amos said in the episode. “And for a long time, I actually thought I was selling cookies. But it occurred to me that I wasn’t selling cookies, I was selling happiness.”

Armed with a cardboard cutout of himself and a kazoo — which he was known to carry around with him often — Amos gave sharks includingMark Cuban,Barbara CorcoranandLori Greinera taste of his new brand of cookies and recalled how his ownership of Famous Amos was diluted over time and he lost the rights to his name and image.

“What went wrong was — I’m a damn good promoter, but I’m not a business guy and my focus was not on how much money I was gonna make, I just wanted to have a good time,” the late entrepreneur recalled.

Despite his heartfelt pitch, the sharks ended up not taking the bait. After taking a look at Amos’ shipping and packaging costs,Robert Herjaveccriticized the business for not having a high enough profit margin.

“It’s good to love the product. It’s really important to love the business,” Herjavec said at the time. “[But] your cost is too high, you have limited distribution. I’m sorry, I’m out.”

Playing himself out on the kazoo, Amos left the studios without any investment from the sharks — and his cardboard cutout under his arm.

Wally Amos in his Kailua, Hawaii store.AP Photo/Lucy Pemoni

AP Photo/Lucy Pemoni

“I just know that this was just another step in my journey,” he finished, ending his time onShark Tank.

The brand eventually shuttered in 2018.

After exiting Famous Amos, Amos founded several other brands including Uncle Noname (referencing the loss of his name and image) and Uncle Wally’s Muffin Co., which is still in business today.

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Shawn and Sarah Amos, two of his children, told theNew York Timesthat he died in his Honolulu home on Tuesday, Aug. 13. His family and Famous Amos' current owner, the Ferrero Group, confirmed Wally’s death to PEOPLE as well.

“Our dad inspired a generation of entrepreneurs,” Wally’s children toldCBS News. “With his Panama hat, kazoo, and boundless optimism, Famous Amos was a great American success story, and a source of Black pride. It’s also part of our family story for which we will forever be grateful and proud.”

source: people.com