The Simpsonsaddressed the status of one of its longest-running supporting characters in a recent episode. The development marked the retirement of a familiar figure after nearly three decades on the series.
The Duff Corporation ‘retired’ Duffman in recent episode of The Simpsons
In the January 4, 2026 episode of The Simpsons titled “Seperance” (Season 37, Episode 13), the Duff Corporation officially retired Duffman. During an unexpected visit to the Simpsons’ home, the character, also known as Barry Duffman, declared, “The Duff Corporation has, uh, 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.”
The episode parodies Apple TV’s Severance. It follows Duffman as he recruits Homer to work at a new company called EOD (Enthusiasm on Demand). Barry now works there after stepping away from his role as Duffman. Later, he undergoes de-severance and regains his individuality. He stays out of costume, suggesting the show has likely ended Duffman’s in-universe presence.
Duffman first appeared in Season 9’s The City of New York vs. Homer Simpson in 1997. He quickly became a recurring side character, known for his exaggerated corporate bravado and catchphrase, “Oh yeah!” His retirement signals a shift in in-universe advertising strategies.
At EOD, Homer fakes enthusiasm to sell products after being hired. He later undergoes a procedure called “seperance,” which splits his work and home personalities. Barry explains the company’s marketing approach: “Today, advertising is all about undercover marketing, where the spontaneity of a regular person’s excitement is worth a thousand ‘Where’s the beefs?’”
Though initially successful, the psychological cost of seperance becomes evident. Barry, having undergone the same procedure, states: “Being a downie destroyed my life. I had no energy left for my family, or my secret second family.” He later drills into his skull believing he had an implant, only to learn the procedure involved cosmetic enhancements like teeth whitening and hair plugs.
The character’s civilian transformation and his explicit retirement mark the end of Duffman’s nearly 30-year run.
