Duffman’s Retirement Shows The Simpsons Is Still Evolving—Not Ending
For nearly three decades, Duffman has been more than just a beer mascot on The Simpsons. Since his debut in 1997’s “The City of New York vs. Homer Simpson,” the caped, can-belted icon shouting “Oh yeah!” became a sharp satire of advertising culture and corporate excess. Now, in season 37’s episode “Seperance,” the show has officially retired the character—yet this moment feels far less like an ending and far more like a creative reset.
In the episode, Barry Duffman himself appears in the Simpson family living room to deliver the news. Speaking in his familiar booming voice, he explains that the Duff Corporation has retired the mascot “forever,” pointing out that traditional advertising—corporate spokesmen, print ads, and TV jingles—no longer connects with today’s kids. It is a rare moment where The Simpsons openly acknowledges how the world it once parodied has fundamentally changed.
Some fans quickly interpreted Duffman’s exit as a sign the series may be winding down, especially with The Simpsons Movie 2 scheduled for release in July 2027, following the show’s historic 37th season. Social media theories suggest the film could serve as a grand farewell. Yet a closer look reveals something more optimistic: The Simpsons is adapting, not retreating.
Importantly, the show didn’t kill Duffman off. Instead, it chose retirement—a creative decision that preserves the character’s legacy while allowing the series to move forward. A representative for the show even undercut the finality with humor, sharing an image of Duffman declaring, “Duffman says a lot of things. Oh yeah!” That ambiguity is classic Simpsons: respectful of the past, playful about the future.
Recent seasons have also seen the deaths of longtime minor characters like Alice Glick and Larry the Barfly. Executive producer Tim Long explained these moments weren’t about shock value, but about reminding viewers that even peripheral figures carry dignity and meaning. That philosophy applies equally to Duffman’s farewell—it’s storytelling with intention, not fatigue.
Seen in context, Duffman’s retirement reflects a show still confident enough to evolve. By retiring outdated symbols and embracing new narrative tools, The Simpsons continues to comment on modern culture with clarity and relevance. After 37 seasons, that willingness to change may be the strongest proof that Springfield still has plenty of life left.
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