This article is one of a series of articles produced by Word in Black through support provided by the Chan Zuckerberg Initiative. Word In Black is a collaborative of 10 Black-owned media outlets across the country.
When you hear “Famous Amos,” you might immediately think of the delicious, bite-sized chocolate chip cookies on the shelves of grocery stores and pantries across America. However, behind the brand lies an even more remarkable story of a man who has made a significant impact beyond the baked goods aisle.
Wallace “Wally” Amos, the founder of Famous Amos cookies, was a successful entrepreneur who spent much of his life promoting literacy among children. He died last week at age 88, leaving a rich legacy far beyond the cookie industry.
Although his passing marked the end of an era, his influence as a literacy advocate continues to resonate. His journey from high school dropout to cookie magnate and literacy champion is one that all Black children should know.
Who Was Wallace Amos?
Born on July 1, 1936, Wallace Amos grew up in Tallahassee, Florida, until he was 12. After his parents divorced, he was sent to live with his Aunt Della in New York City, who played a pivotal role in his life. Her homemade chocolate chip cookies, an indelible part of his childhood, became the foundation of his cookie empire.
Amos struggled academically in high school, ultimately dropping out at 17. After completing his high school education during a brief stint in the U.S. Air Force, Amos found work at the William Morris Agency in New York, where he rose from mailroom clerk to become the firm’s first Black talent agent.
He represented major stars like Simon & Garfunkel, Marvin Gaye, and Diana Ross. But he never forgot his aunt’s cookies. In 1975, with a loan from friends and his own savings, he opened the first Famous Amos cookie store on Sunset Boulevard in Los Angeles. The store was an instant success, and the brand quickly became a national phenomenon.
Amos As A Literary Advocate
“Really what we are doing is just building self-esteem. If you feel good about who you are, you have values, you’re going to excel, you’re going to go out and do the things that need to be done! If you constantly live in an environment where, “You can’t do this!”, or “Don’t do that!”, or “Your not worth anything!”, then you’re going to live down to those expectations, and that is what you’re going to be.” — Wallace Amos, 1994
Despite his business success, Amos’s struggles in school deeply affected him, and later in life, he developed a passion for reading and education.
In 1987, Amos founded the Read It Loud! Foundation, a nonprofit dedicated to promoting reading aloud to children. The foundation’s mission was simple: encourage parents to read aloud to their children for at least 10 minutes a day.
Amos believed early exposure to books and the joy of reading could change the trajectory of a child’s life. He also actively worked to ensure that books were accessible to children in underserved communities.
In addition to his work with Read It Loud!, Amos was a spokesperson for Literacy Volunteers of America for over 20 years and wrote eight books. His notable works include:
- The Power in You: Ten Secret Ingredients to Inner Strength: In his 1998 debut, Amos shared his personal philosophy on life, emphasizing the importance of maintaining a positive attitude, resilience, and self-belief.
- Man With No Name: Turn Lemons into Lemonade: In this 1994 book, Amos recounts his journey from a high school dropout to a successful entrepreneur.
- Watermelon Magic: Seeds of Wisdom, Slices of Life: ) This 1996 book is a collection of motivational essays where Amos draws upon his life experiences to impart wisdom on love, work, and community.
Fans and supporters could often catch Amos spending Saturdays reading to children in the reading room of his LA cookie shop. His efforts earned him numerous accolades, including the Literacy Award from President George H.W. Bush in 1991. Through his work, writing, and public speaking, Amos emphasized the role of literacy in achieving personal and professional success.
Amos’s advocacy for literacy is particularly relevant for Black students, who are more likely than their white peers to face systemic barriers and inequities in their educational environments. He understood that literacy is not just about reading and writing; it’s about empowerment.
His life story shows how literacy is a tool for liberation and success — an example that could motivate Black students to see literacy as a pathway to greater autonomy and success.
