The Simpsons retires Duffman

TL;DR:

Duffman was retired in Season 37, Episode 13 on January 4, 2026.
Barry Duffman appears without the costume and says the mascot is gone forever.
The show ties the change to shifting ad trends inside the story.
Hank Azaria has long voiced Duffman and has said the voice is hard on his cords.
Expect more cameos from Barry, not the caped beer pitchman.

On January 4, 2026, The Simpsons aired Season 37, Episode 13, “Seperance.” In the episode, Barry Duffman visits the Simpsons and explains that the Duff Corporation has retired the Duffman mascot for good. He recruits Homer for a company called EOD, then continues the story in street clothes. The red cape, belt of cans, and catchphrase are gone from active duty.

When and where

The retirement occurs on screen in the January 4 broadcast on Fox. Coverage the week of January 6 confirmed the episode plot and quoted the on-screen lines about “retiring that character forever.”

Who is Duffman

Duffman is the Duff Beer mascot who first appeared in “The City of New York vs. Homer Simpson,” which aired on September 21, 1997. He is best known for the “Oh yeah!” bark, mirrored shades, and a belt stocked with cans. Hank Azaria has voiced the character throughout his run.

Why the show says he is gone

Inside the episode, Barry says old advertising methods no longer work. He lists brand reps, print ads, and TV spots as tools that have faded. This fits the episode’s satire of modern marketing and the “Severance” parody frame.

Fan reaction

Fans posted sadness and jokes about a legend hanging up the belt. Entertainment outlets also framed the shift as part of a recent run of status-quo changes, following other character exits. Still, show coverage notes that The Simpsons often resets between episodes, so future one-offs are always possible.

Background you need

Debut and role. Duffman became a quick-hit gag character in 1997, crashing scenes to hype Duff Beer. He is a parody of brand spokesmen from the 1990s.
The voice. Hank Azaria has said the Duffman voice is tough on his throat, which is why he spaces those sessions. That long-running note resurfaced in this week’s coverage.
Barry Duffman canon. The show has hinted there are multiple performers behind the suit. In “Seperance,” the story centers on Barry as a person, not the costumed pitchman.

How it affects viewers

Future episodes. Expect Barry to appear as a civilian if he returns, not as the full mascot. The episode ends with the costume off and the retirement stated on screen.
Continuity. The Simpsons often treats big swings as stand-alone. Coverage notes that dramatic changes, like past deaths or time jumps, do not always stick across the season.
Merch and gags. In-episode ad parodies may shift away from the classic cape-and-belt gag. That opens room for new brand jokes in Moe’s Tavern scenes.

Quick facts checklist

Item	Answer
First appearance	“The City of New York vs. Homer Simpson,” Sep 21, 1997
Voice actor	Hank Azaria
Retirement episode	Season 37, Episode 13, “Seperance”
Air date of retirement	January 4, 2026
In-episode reason	Old ad methods are out; mascot retired
Current status	Barry shown without costume; mascot retired on screen

What happens next

Fox has not issued a detailed public roadmap. Entertainment Weekly reported it has asked the network for more information. For now, the safest reading is simple. Barry may recur, but the superhero beer salesman is benched.

Why it matters

Duffman is more than a gag. He is a long-running satire of loud beer marketing. Retiring him signals the show is updating its brand jokes for an audience that streams, scrolls, and skips ads. It also shows how The Simpsons uses single episodes to test new norms without breaking the series.

New viewer tip

If you want the bookends of the character, watch the 1997 debut and the January 4, 2026 episode back to back. You will see the full arc in two nights. [Related: Best Simpsons satire episodes → /guide/best-satire-episodes]

Suggested feature image prompt (if needed):
A high-contrast, 1200 x 630 image of a muscular, caped beer mascot silhouette hanging a red cape on a hook in a suburban doorway, family living room in soft focus, warm evening light, no text.