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The " Famous Amos" Cookie Tale began when the talent agent began using his bite-sized cookies as calling cards. Amos launched the Famous Amos Cookie Company in 1975 with a Sunset Boulevard storefront in Hollywood.

The Business grew and in 1985, Famous Amos cookies was a $10 million business.

While he left the brand after it changed hands several times between 1985 and 1998, he never lost his entrepreneurial zeal or passion for baking and promoting. His most recent venture is Long Island-based Uncle Wally's Cookie Company, which specializes in muffins, and in a deal with Famous Amos brand's new parent, Keebler Company, he is once again promoting his namesake brand.

Amos devotes a great deal of time and passion for literacy causes, serving as national spokesman for the Literacy Volunteers of America and acting as a board member for the National Center for Family Literacy and Communities in Schools.