‘The Simpsons’ retires a legendary character who had been on the show for 30 years: “Old ways are outdated”

Over the past few years, The Simpsons has made headlines less for the quality of its episodes and more for quietly retiring several long‑running characters. And now, another Springfield staple appears to be gone for good: the one and only Duffman.

The latest episode of Season 37 strongly suggests we won’t be seeing the iconic Duff Beer mascot again because, as the show puts it, “times have changed.”

Another case of political overcorrection?

Episode 13 of Season 37, titled “Seperance,” is a direct parody of Apple TV+’s hit series Severance. In the episode, Duffman has been fired and now works for a company called Enthusiasm to Go, a marketing-and-sales outfit with a suspiciously upbeat vibe.

‘The Simpsons’ retires a legendary character who had been on the show for 30 years: “Old ways are outdated” — ‘Sperance’ is episode 13 of season 37 of ‘The Simpsons’, originally aired on January 4, 2026

As the story unfolds, it becomes clear something is off about this new employer — especially after Homer and Marge are recruited and suddenly become top-tier salespeople, only to come home completely drained. The twist? In this version of “Severance,” the procedure is nothing more than cosmetic surgery that makes employees more attractive and therefore better at selling. Their exhaustion is simply the result of giving 110% at work.

By the end of the episode, Barry Duffman — yes, that’s his real name — decides to quit Enthusiasm to Go as well, realizing he can’t spend meaningful time with his family under the company’s demands. That’s when he reveals why he stopped being Duffman in the first place:

“Duff Corporation retired the character for good. All the old-school marketing tricks are out. Brand reps, magazine ads, TV commercials… kids don’t even know the jingles anymore.”

After losing his job entirely, Barry sticks to his “civilian clothes” instead of the famous Duff Beer costume — a visual cue that this isn’t just a throwaway gag. It feels final. While the show hasn’t offered an official explanation, the move looks like a deliberate attempt to avoid alienating younger viewers. Then again, as Duffman once famously said: “Duffman can’t die — only the actors who play him.”

Duffman: classic Simpsons icon and a sharp parody of over-the-top ’90s marketing

Duffman first appeared in The City of New York vs. Homer Simpson, the Season 9 premiere that originally aired on September 21, 1997. His debut instantly defined him: a bombastic, hyper-enthusiastic pitchman fiercely loyal to Duff Beer.

He burst into Moe’s Tavern with a squad of glamorous models, offering Barney a bottomless mug of the new “Duff Extra Cold” while Yello’s “Oh Yeah” blasted in the background. He’s popped up in similar scenes ever since.

The character was designed as an exaggerated send-up of late‑20th‑century marketing — loud, macho, and aggressively sexualized.

Back then, brands competed for attention with testosterone-fueled ads, over-the-top slogans, and deliberately tacky “aspirational” imagery.

The Simpsons used Duffman to mock that entire era: a musclebound “hero” surrounded by objectified women, worshipping a mediocre beer with near-religious devotion. His whole purpose was to highlight the absurdity of an industry selling prepackaged masculinity and empty catchphrases.

Why benching Duffman hits a nerve with longtime fans

If this really is the end for Duffman, it’s a significant loss — not just of a beloved side character, but of a piece of Simpsons history. For many fans, he represents a time when the show freely skewered everything and everyone without hesitation.

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Retiring him now feels like a risky move for a series already under scrutiny for similar decisions in recent years. And ironically, the attempt to avoid offending modern audiences clashes with the character’s original purpose: he was created to criticize hypermasculinity and cheesy marketing tropes, not celebrate them.