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Today, his name is a household word. Wally founded the Read It Loud! Foundation in 2005, urging parents and caregivers to read aloud to children for at least 10 minutes each day from birth to 6 years old. Read It Loud! is partnered with MARSYS, the Center for the Book in the Library of Congress, First Book, the Heart of America, the Children's Book Council, the American Library Association and Nemours to launch a national campaign. In 1994 Amos co-founded Uncle Wally's Muffin Company. As founder of Famous Amos Cookies in 1975 and father of the gourmet chocolate chip cookie industry, he has used his fame to support educational causes.