The Simpsons is saying goodbye to one of its longtime fan-favorite characters. In the Season 37 episode titled “Seperance,” the show confirmed that Duffman, the iconic Duff Beer mascot, has been officially retired after nearly three decades of appearances.

Duffman’s Farewell on The Simpsons

On the January 4, 2026, episode, a clever parody of the movie Severance, Duffman — also known as Barry Duffman — revealed that the Duff Corporation had discontinued his mascot character “forever.” Unlike other character exits, this retirement did not involve a death or tragic storyline.

During the episode, Duffman entered Homer and Marge Simpson’s home and explained:

“The Duff Corporation has retired that character forever. All the old forms of advertising are now passé. Corporate spokesmen, print ads, TV spots. Today’s kids can’t even sing the jingles.”

Fans could also see Barry later in the episode out of his classic Duffman uniform, hinting that this retirement may be permanent.

A representative for The Simpsons provided PEOPLE with an image of Duffman delivering his signature line:

“Duffman says a lot of things. Oh yeah!”

Duffman’s Legacy

Voiced primarily by Hank Azaria over the years, Duffman has been portrayed by multiple characters on the show, ensuring that the mascot remained a lively, over-the-top presence in Springfield. Known for his red cape, sunglasses, and Duff beer belt, Duffman first appeared in the 1997 episode “The City of New York vs. Homer Simpson” and quickly became a staple of the series’ satirical take on corporate culture and beer marketing.

Before his retirement announcement, Duffman’s last proper appearance was in the previous season’s episode, “P.S. I Hate You.”

Context: Other Recent Character Departures

Duffman’s retirement comes shortly after the death of another longtime Simpsons character, Alice Glick, the First Church Organist. Alice passed away during a sermon in the Season 37 episode “Sashes to Sashes,” and Springfield Elementary held a memorial in her honor. Executive producer Tim Long told PEOPLE:

“In a sense, Alice the organist will live forever, through the beautiful music she made. But in another, more important sense, yep she’s dead as a doornail.”

Together, these recent exits mark a significant moment in the show’s long history, as the writers bid farewell to familiar faces while continuing to evolve the series.

The Simpsons’ Enduring Influence

Since its premiere in 1989, The Simpsons has become a cultural touchstone, known for its sharp satire, memorable characters, and ability to comment on societal trends. From predicting political events to coining phrases like “Cromulent,” the series has left an indelible mark on television and popular culture.

Duffman, with his flamboyant persona and trademark catchphrases, represents the show’s enduring humor and commentary on advertising and pop culture, making his retirement an emotional moment for longtime fans.

When to Watch

The Simpsons airs Sundays at 8 p.m. ET on Fox, continuing to offer new episodes and special features. Although Duffman may no longer appear, fans can still enjoy the many other colorful residents of Springfield and the show’s ongoing satire of modern life.