• The Simpsons announced Duffman has been retired in Season 37 Episode 13.
  • The episode parodies Apple TV+’s Severance and introduces EOD (Enthusiasm on Demand).
  • Barry Duffman de-programs but remains in civilian clothes, suggesting the iconic costume won’t return.
  • Duffman first appeared in 1997 (Season 9) and has been a recurring character for nearly 30 years.

Duffman retires in Season 37 episode

In the Jan. 4, 2026 episode of The Simpsons (Season 37, Episode 13), the show revealed that Duffman — the beer brand mascot famous for his chest-thumping catchphrase “Oh yeah!” — has been retired by The Duff Corporation.

A corporate satire: EOD and the Severance parody

The episode sends up Apple TV+’s Severance, with Duffman recruiting Homer to work for a sterile, enthusiasm-free company called EOD (Enthusiasm on Demand). The plot follows Duffman as he becomes one of EOD’s compliant spokespeople before ultimately breaking free of the corporate conditioning.

In a key scene, Duffman — identified in this episode as Barry Duffman — tells the Simpsons that the company has “retired that character forever,” citing changing ad trends and the decline of traditional spokespeople and jingles among younger audiences.

Will we ever see the costume again?

Although Barry de-programs himself by the episode’s end, he stays in civilian clothes rather than returning to his beer-belted, cape-wearing persona. That choice strongly suggests the show has ended the Duffman era in his iconic outfit.

The character’s final on-screen use in uniform marks the close of a nearly three-decade run that began in Season 9’s 1997 episode “The City of New York vs. Homer Simpson.” Over the years, Duffman grew into one of The Simpsons’ best-known side characters: a caricature of beer marketing and macho mascots.

Legacy and fan reaction

Fans of the long-running series have come to expect recurring gags and side characters, and Duffman’s retirement is a notable change. The episode frames the decision as a comment on how advertising and corporate branding evolve, using satire to underline the shift away from the old-school pitchman.

Watch the clip

TVLine included a highlights video of Duffman’s most memorable moments from the last 29 years. Watch the segment and related visuals on the original clip: TVLine — Duffman Retires.

If you remember Duffman’s first appearances or favorite moments, share your thoughts — will you miss the beer-blasting mascot if he never dons the costume again?

Image Referance: https://www.tvline.com/2068600/the-simpsons-duffman-retires-season-37-episode-12/