How Joe Exotic Struck A Deal With ‘Wonder Years’ Star Jason Hervey To Launch A Cannabis Brand

Two weeks ago, at The Palms restaurant in Beverly Hills, Jason Hervey, who played Wayne Arnold in the beloved late-‘80s sitcom The Wonder Years, ran into his longtime friend Brad Small, an entertainment lawyer. Small, who represents actress Eva Longoria and author Nick Pileggi, mentioned that he was looking to strike a deal in the cannabis industry for his client Joseph Maldonado-Passage— better known to millions as Joe Exotic from the Netflix series Tiger King—who’s currently serving a 22-year prison sentence for a murder-for-hire plot and multiple violations of the Endangered Species Act.

“I told Brad, ‘Well, that’s funny, my friend and I are discussing the cannabis business right now,” the 49-year-old Hervey says. “The timing was good; the chemistry was even better—away we go.”

While Hervey and Small were dining on North Canon Drive, Maldonado-Passage, who was 1,420 miles away in prison in Fort Worth, Texas, might be one of the only guests of the federal government to publicly launch a marijuana company. For Joe Exotic, who used to own one of the country’s largest tiger petting zoos, the new business isn’t just another outrageous stunt. He’s a long-time supporter of cannabis.

“He’s a big believer in using it for medical purposes,” says Small.

In 2016, Maldonado-Passage ran unsuccessfully for president and for Oklahoma governor two years later as a libertarian who supported legalizing medical marijuana. (He passed out campaign-branded rolling papers during a convention in 2018.) In one of his Oklahoma governor campaign videos— complete with a tiger lurking in the background—he promised Oklahoma voters that he’d be on their side.

“All rights for all the people, all the time. That’s how I’m going to run this state,” he said. “I don’t care if you’re a Republican, Democrat, a pot smoker or meth head. We’re going take care of each and every one of you.…Let’s fix this shit!”

The cannabis deal is relatively simple: Maldonado-Passage has licensed his likeness and nickname “Joe Exotic” for a “healthy” advance and a stake in the business venture. Small would not reveal financials but said that the money will be put into a trust and go towards Maldonado-Passage’s legal defense fund and some will go to support his husband and charity efforts.

Hervey, meanwhile, still acts occasionally and mostly produces. He now runs a company called Cannaxxs Limited, which acquires intellectual property and brands, and he and his business partner, Josh Anderson, who runs cannabis cultivator and manufacturer Tango Hotel Charlie Group, LLC—the THC Group for short—work together to bring celebrity cannabis brands to market. The Joe Exotic brand will be the partners’ first deal. Hervey says he will bring more brands based on mainstream, popular personalities and famous families to market soon.

TMZ broke the news this week about Joe Exotic launching his own cannabis brand, but Hervey’s involvement has not been previously reported.

The Joe Exotic brand is slated to launch this summer in California, Colorado and Oklahoma and will sell flower, pre-rolls, edibles and vape cartridges. (THC and CBD products will be sold in California and Colorado, but no THC products will be sold in Oklahoma.)

Hervey makes sure to point out that in the cannabis industry, “exotic” refers to rare, top-shelf stains of cannabis, making Joe Exotic’s own moniker perfect for the industry. As for the product selection, Hervey says the THC Group will choose some of the finest buds from each harvest.  

“It won’t be pedestrian, it’ll be top-shelf stuff,” says Hervey, who adds that he is not a consumer.

When asked about what makes Joe Exotic good for a licensing deal, Hervey sums it up succinctly: “There’s one word— fascinating.”  

When asked what he thinks about doing business with someone who is in prison for a murder-for-hire plot—Moldanado-Passage has vehemently denied the charges he’s been convicted of—Hervey admits that Joe Exotic is a “polarizing figure” but he believes being in prison only makes Joe’s story and brand more compelling.

As if the Mad Libs-like combination of the Tiger King, The Wonder Years, and cannabis is not bizarre enough, the Joe Exotic brand will launch a yearlong promotion that incorporates Moldanado-Passage’s recently launched cryptocurrency, $TKING.

“Think Willy Wonka and the Golden Ticket,” says Hervey. “Over the course of a year, various people will be surprised in what could be a life-changing purchase. You buy something… and holy shit…it could be a lottery ticket.”

When asked if the business arrangement was legally sound for Moldanado-Passage, considering cannabis is still a banned Schedule I substance under federal law, and Maldonado-Passage is federal prison, Small is quick to say, “yes.” For Joe Exotic, it’s just a licensing deal. Hervey’s company owns the IP and brand and Anderson’s company manufactures the products.

“It’s not him, it’s me,” says Small. “Joe’s not in there with a secretary and assistant.”

Joe’s exotic cannabis is also one of many business ventures in the Tiger King’s empire. He also has a music publishing deal with SoSouth Music Distribution and his memoir, which is being published by Simon & Schuster, is coming out in November. In addition to his NFT, he’s also selling digital artwork, and people can bid on his Smith & Wesson revolver, one of his leather jackets, and other personal items.

Small says this is just the beginning. Next up for Joe Exotic is a “worldwide” apparel deal. After that, you name it—“energy drinks, protein bars, don’t get me started,” he says.

Joe Exotic is the latest pop culture icon to cash in on the cannabis industry. Jaleel White, famous for his role as Steve Urkel in Family Matters, recently launched his own cannabis line named ItsPurpl. Artists and celebrities—dead or alive—have also entered the industry, including Bob Marley, Jerry Garcia, Jay-Z, Seth Rogen, Jim Belushi, and Mike Tyson. 

“In the collision of cannabis and Hollywood,” says Hervey, “from content, to actual product itself, the two industries have never been closer.”