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"I'm Alex Russo, and my hobby is I like to poke things with a stick, ...but I haven't figured out how to make money with that yet so I'm in school."The middle child and only female out of the three Russo siblings. She is sly, outgoing, and usually underachieves when it comes to regular high school. She often gets into trouble because of her constant schemes (usually involving magic). She likes to make fun of her older brother, Justin, with whom she has a really close, complex relationship and she gets along with her younger brother, Max, the two of them occasionally being shown pulling pranks together. It is implied that she is her father's favorite child and that she shares a tight bond with her mother, although they sometimes have disputes due to Alex's rebellious and disobedient personality.The Grand Finale reveals that she becomes the family wizard. She was about to win, but went back to free Justin from a tree root that caught his foot. It appeared to everyone else that Justin won, but before he accepted, he told Professor Crumbs and everyone else what happened. He gives the title to Alex, who after some coaxing from Justin, accepts and is embraced as the true winner.
- Action Girl: Especially in Season 4. She saves the wizard world from Angels of the Darkness in "Wizards vs. Angels". She defeats Gorog in "Wizards vs. Everything" with the help of her brothers. She even saves the world from an asteroid in "Wizards vs. Asteroid".
- Aloof Dark-Haired Girl: Tall, dark-haired, and has a cool personality when compared to her brothers.
- Ambiguously Bi: Fans think she's this based on how she acts around other girls.
- Annoying Younger Sibling: Justin tends to feel like this about Alex.
- Badass Adorable: Cute tomboy girl played by Selena Gomez, who's also a teenage wizard.
- Bad Liar: She alternates between this and Consummate Liar.
- Beauty Is Bad: "A beautiful girl who is full of mischief".
- Being Good Sucks: According to her.
- Big Eater: She definitely likes junk food more than anyone else on the show, as she's occasionally shown eating really big hamburgers.
- Book Dumb: She regularly fails exams, but is the craftiest and most competent character in the series.
- Bratty Teenage Daughter: Despite being something of a tomboy.
- Brilliant, but Lazy: Alex is very smart, but would rather use her intelligence as manipulation rather than her academics. She also hardly ever pays attention to her magic lessons, but, come the Wizard Contest, she actually manages to match Justin's score, remembering spells that Justin himself gets wrong.
- Cain and Abel: The Cain to Justin's Abel, most of the time.
- Can't Get Away with Nuthin': Mr Laritate seems to pick on Alex by giving her punishments while letting others who do wrong get away scott free. When asked why he does this however, he justifies it by saying he punishes her because he knows she's good at heart and can be turned around. While the other kids he lets go are either good kids who he knows will never do it again, or hopeless failures who he has givin up on since they are incapable of comphrehending why their being punished or that they have done anything wrong.
- Card-Carrying Villain: Whenever anyone suggests she's evil/dark/scary her usual response is to grin and/or giggle and as noted below she actively encourages her Cool Loser status.
- Cool Loser: Despite obvious traits that would make her popular in real life, Gigi enjoys teasing Alex.
- Averted at Wiztech: Her attempts of humiliating Justin only turned him into a woobie meanwhile she became very unpopular among the other residents.
- Played with in that she often deliberately does things just to keep from being part of the "in crowd" and definitely enjoys her "bad girl" reputation.
- Cute Witch: Or Hot Witch since she's a teenager.
- Daddy's Girl: In the first season. A fourth season episode shows that she still considers herself as this, and her feelings are terribly hurt when Jerry seems to set this aside for 'Maxine'.
- Deadpan Snarker: Let's face it, Selena Gomez gets the snarkiest lines.
- Didn't Think This Through: Let's face it, a lot of the problems that Alex faces (and causes) just wouldn't happen if she actually thought things through and considered the consequences beforehand.
- Even Evil Has Standards: She's not exactly evil per se, but she certainly isn't kind for the most part. Regardless, there are some lines that even she won't cross. When she's forced to join the Happy Helpers Club in "Alex Does Good," she is absolutely horrified that they only do mundane tasks such as pushing elevator buttons for other people rather than actual good deeds, and only do so for rewards.
- Flanderization: In the beginning of the series, she's just a mischievous, prankish, lovable jerk. By the end of Season 3, she becomes an antisocial, Unsympathetic Noble Demon, with no respect for morals and any kind of rules. The only thing that saves her from becoming a straight Villain is the fact that she seems sometimes to care about her family and friends, and fight people who are even worse.
- Foolish Sibling, Responsible Sibling: The Foolish to Justin's Responsible.
- Generation Xerox: She is a copy of her aunt, Megan.
- Genre Savvy: "There's always an Evil Queen. Sometimes it's a wicked witch, sometimes it's an evil step-mother and sometimes it's your sister." She's aware of what kind of Sitcom character she is, and she runs with it.
- Girliness Upgrade: She was more of a tomboy in early episodes. Its shown early on that she hated high heels, though in later episodes she wears them quite frequently, her dress and style also is significantly more girly than in earlier episodes. She still exhibits some tomboyish traits later at least personality wise.
- Graceful Loser: In the Grand Finale, she takes her loss to Justin really well, contrary to what one would expect given her personality. The loss doesn't stick though. Justin reveals that she was the rightful winner of the competition, but she sacrificed her victory to help Justin.
- Hates Being Touched: Most of the time. If she does go out of her way to make any type of physical contact with someone, it's usually played for laughs.
- The Hero: Well, Anti-Hero.
- Hero with an F in Good: Later on, she doesn't mind doing good, as she has saved the world numerous times, but in other aspects of being good, she has had trouble using magic for.
- Heterosexual Life-Partners: With Harper since kindergarten.
- Hidden Depths: What saves Alex from being a Jerk with a Heart of Jerk, and elevates her to hero status.
- Informed Attractiveness: She is often described as beautiful by many characters.
- Interspecies Romance: With Mason. Lampshaded in his second appearance.
- It's All About Me: She has her Pet the Dog moments, but is generally very selfish and loves to be the center of attention.
- Jerkass: Everyone in the Russo family can slip into this occasionally, but Alex is the most prominent example.
- Jerk with a Heart of Gold: On many occasions, like when she helps an old lady cross a street. She has several of these moments with both Harper and Justin, and genuinely cares for both of them.
- The Lad-ette: She fits this trope to a T.
- Manipulative Bitch: Alex is really good at manipulating others into doing what she wants. She usually does this to Justin, but is able to adjust it for others.
- Middle Child Syndrome: Justified in that it explains why Alex does what she does (she's not only the middle child but a daughter), and inverted/lampshaded in the episode where Aunt Megan is introduced.
- Morality Pet: Her family, especially Justin. Also Dean before he left.
- Narcissist: Most prevalent in an episode where drank both halves of a love potion but she is pretty narcissistic regularly.
- Nightmare Fetishist: She definitely has an attachment to darker things, to the point where even Harper told her she had a lot of scary stuff in her head.
- Official Couple: With Mason
- Offscreen Moment of Awesome: For someone who is usually lazy, she actually defeated a dragon and cut its heart.
- Perky Goth: In later episodes, Alex actually qualifies except for having a fashion plate taste in wardrobe.Harper: (after having had her mind fused with Alex's) You've got some scary thoughts in there.Alex: Thank you. (giggles)
- The Prankster: Certainly enjoys tricking and pranking others.
- Red Oni, Blue Oni: The red to Justin's blue.
- The Rival: She will compete against Justin and Max in the wizard contest. Plus, she's probably Justin's biggest rival at the moment.
- Savvy Guy, Energetic Girl: Energetic Girl to Justin's Savvy Guy.
- Screw the Rules, I Have Supernatural Powers!: She tries to do this as often as she can, but it doesn't always work.
- She's Got Legs: And she loves showing them off.
- She Is All Grown Up: Both shown straight and played with; she is definitely a very beautiful young woman, but the fact that she is grown up causes some pain in a Season Four episode where Jerry seems to overlook her for a temporary female Max, who becomes the new 'Daddy's little girl'.
- Sibling Yin-Yang: With Justin.
- Smug Snake: Sometimes, especially early in the movie.
- Spicy Latina: Averted. She is too all-American.
- Sugar and Ice Personality: Often comes across as abrasive, arrogant and cold. She's also mischievous and openly enjoys others suffering. However she will show a kinder side towards those she cares about.
- Tall, Dark, and Snarky: Well reasonably tall (especially in her heels), but still fits the other two parts of the criteria flawlessly.
- Technician vs. Performer: The Performer to Justin's Technician, this is actually the root of her and Justin's rivalry, while he has studied his whole life to do magic perfectly, she is able to out of the blue do advanced magic having the most talent of the three.
- Token Evil Teammate: Kind of...despite being the main character.
- Tomboy: Alex is certainly not unfeminine, but she certainly has a masculine side.
- Tomboy and Girly Girl: Tomboy to Harper's Girly Girl.
- Tomboyish Name
- Tomboy with a Girly Streak: She likes shopping and jewelry, and has a fashion plate taste in wardrobe. She evolves to a more feminine mindset as the series progresses.
- The Trickster: She really loves pranking.
- Troubled, but Cute: Female version. Goes hand in hand with her Cool Loser status, and being the Anti-Hero.
- Tsundere: Type A.
- The Unfavorite: Became something of a Running Gag in later seasons, to the point that her parents love Harper more than her.
- Unsympathetic Comedy Protagonist: Bordering on Anti-Villain.
- Vitriolic Best Buds: A Type 2 relationship with Justin and a Type 1 with Harper although in later episodes Harper has been getting more willing to call Alex on her crap, moving it in the direction of a Type 2.
- Youth Is Wasted on the Dumb: Except she's actually very smart, she just makes alot of stupid mistakes.
- Zettai Ryouiki: In Dad's Bugging Out, Alex was rocking a grade B look with one of her outfits.
He is the erudite and mature older brother who gets straight "A"s. He often tries to stop Alex's crazy schemes from becoming complete disasters, and sometimes unwittingly gets involved in these schemes. Justin is often the subject of sarcastic remarks made by Alex, due to his intelligence, his love of science fiction and other quirks. He is Alex's primary target of jealousy, because he surpasses her in almost everything. Justin is, out of the three, the most responsible. He is very cynical and highly intelligent and is, in many respects, the polar opposite of the immature and mischievous Alex. At times, it is shown that Max sees him as a role model and that his parents are really proud of him.The Grand Finale reveals that he appeared to have won the wizard competition, but before he accepts his full wizarding powers, he explains what really happened. Alex was in the lead, but when Justin caught his foot in a tree root, she came back to help him out. She would have won, so he tells this to Professor Crumbs. Alex becomes the family wizard. However, Professor Crumbs announces his retirement, and grants Professor Justin Russo the title of Headmaster of Wiz Tech, giving him his own set of full wizard powers. (It isn't made clear whether Professor Crumbs transfers his own full powers to Justin, or if he creates a new set of powers)
- Adorkable: He has nerdy hobbies and likes comics and action figures. He desperately tries to look cool in front of girls, but what make them like him are usually his nerdy traits.
- Always Someone Better: Than Alex.
- Badass Bookworm: When it comes to knowledge, Justin knows more than some people learn in a life time, he loves reading and constantly tests himself, to the point he fitted his room so he's constantly studying. However put him in a fight or against a dangerous opponent, and he can still walk out victorious. He's particularly dangerous if you put those he cares about in danger.
- Berserk Button: Breaking Alex's heart.
- Beware the Nice Ones: Justin normally comes across as the nicest guy in the world and most of the time he is, but he does have a darker side. When angered or offended he can turn quite cruel. He also can quite selfish and is slow to forgive.
- Big Brother Instinct: In most episodes, he either fixes Alex's mistakes or saves her. And she always expects him to do it.
- Big Brother Mentor: Constant bickering, fighting and one upping aside, Justin does fall into this at times, and as much as Alex dislikes admitting it, she does value and listen to his advice.
- Brainy Brunette: Probably the smartest guy in the show, and has dark brown hair.
- Butt-Monkey: For Alex, and occasionally Max, when Alex brings him around.
- Cain and Abel: The Abel to Alex's Cain, most of the time.
- Captain Ersatz: The one and the only Harry Potter in "Saving Wiztech" episode.
- The Chew Toy: Again, for Alex.
- Chick Magnet: He's not only Harper's, but a lot of girls' magnet (including vampires, werewolves and centaurs). In "Family Game Night", a girl crushed on him so badly, that he wanted to get rid of her by flirting with Alex (who was controlled by Harper's brain) and by making Alex act rude towards her.
- Chronic Hero Syndrome: When it's about Alex. In an episode he even follows her around and tries to make her ask for his help. He succeeds.
- Cultured Badass: Justin loves Opera, enjoys drinking tea, has a high brow vocabulary, is well read and knowledgeable, and really enjoys silent movies. He's also stood up to a fully transformed werewolf and helped kill Gorog.
- Cool Loser: Justin's handsome, tall, charming, intelligent and friendly, and yet he's still treated as if he's a loser.
- Crazy-Prepared: Due to his constant studying, he is pretty much prepared with a spell for any occasion, even one for turning pillows into feet (which ended up coming in useful).
- Deadpan Snarker: To a lesser extent.
- Determinator: Justin has incredible levels of determination, its thanks to this that he built up his great knowledge of spells and magic. It likewise stems to academia and even physical challenges, he outright refuses to give up until he is the best.
- Didn't Think This Through: In one episode, while working as a apprentice monster hunter, he discovers that there are three monsters living on Waverly Place and reports them to the monster hunters. He doesn't realize that the monsters in question are Juliet, his Friendly Neighborhood Vampire girlfriend, and her parents until Alex explicitly tells him so.
- Ditzy Genius: While he does well academically, he lacks common sense. When Jerry asked tasked him with trying to find ways to make the sub shop profitable, He brings out his "budget binder". A book filled with terrible money saving ideas. Mainly customers having to share normally disposable items like straws and napkins. It goes as poorly one would expect. Often prone to holding the Idiot Ball and Epic Fail.
- Epic Fail: Destroying the family wizard's robe. It must be seen to be believed.
- Foolish Sibling, Responsible Sibling: The Responsible to Alex and Max's Foolish.
- Gray Eyes: Of the sensitive and intelligent kind.
- Hollywood Dateless: Lampshaded, Justin points out just how many girls he actually has dated and wonders why people act like him getting a date is a great achievement.
- Hollywood Nerd: Granted his past times and mannerisms push him closer, but really he doesn't look anything close to the part.
- Hunter of Monsters: Following graduating basic training, Justin takes up Monster hunting (which managed to seriously improve his skills) he is presently the last one alive, thanks to Max summoning thousands of monsters who killed all the other ones.
- Idiot Ball:
- Reveals the existence of Wizards to the Government because he was gullible enough to believe that they'd be used to fight off an Alien Attack.
- And why did he believe them about aliens attacking? Because they had a recording of the "aliens" talking...in the language Justin and his friends made up. When Alex pointed out the problems with the logic on this his response was "It was real. It had static."
- Improbable Aiming Skills: Justin is a crack shot with an alien blaster he picks up off the ground.
- Insufferable Genius: Justin is kind, but he is also very arrogant. His pride is greatest flaw, and often what brings his failure.
- Invisible Streaker: He becomes invisible in "Justin's Little Sister".
- Kid-anova: Despite being kind of a nerd, he's popular with girls.
- Knight Templar Big Brother: Most notable in "Wizards vs. Werewolves". He fights off a freaking fully transformed WEREWOLF because he thought that Alex was in danger.
- The Lancer: To Alex.
- Lovable Nerd: Usually Adorkable and a nice person, at least when he's not being smug or self-centered.
- Love Makes You Evil: In the Angel story arc.
- Love Martyr: To Alex.
- Mad Scientist: "The Franken-Girl IS ALIVE!"
- Mook: For Gorog in "Wizard vs angels".
- Morality Pet: For Alex And Rosie.
- Mr. Fanservice: Be honest, David Henrie is hot.
- Nerds Are Sexy: Both in and out of verse Justin gets a lot of attention from the ladies.
- Nice Guy: Definitely. He constantly puts up with being the Butt-Monkey towards Alex and others despite it making him miserable (although he doesn't take being a laughing stock lightly and does have his limits) and is always helpful and friendly toward others, even if they don't always deserve it. He's just naturally a very sarcastic person.
- No Respect Guy: Is regularly humiliated, ignored and disregarded by others, this can really make him angry.
- The Not-Love Interest: Alex's.
- Only Sane Man: He is the only one who thinks clearly and logically when it's necessary.
- Popcultured Badass: Justin loves comic books (to the point he bided to write for his favorite, and won), collects action figures, enjoys role-playing games and knows a (fictional) alien language. He's also the last surviving monster hunter, whose helped save the world and stared down several horrible beasts.
- Properly Paranoid: At times, his fears of misusing magic or the dangers of using objects they don't understand often prove to be completely in the right. Likewise, he was spot on about Ronald Longcape Jr being evil, cause his father was.
- Put on a Bus: In the Alex vs. Alex special, he is mentioned heavily but not actually seen. At the time, David Henrie was working on another movie, but the scheduling conflicts were impossible to rework, so he chose not to return.
- Red Oni, Blue Oni: The blue to Alex's red.
- The Rival: He was Alex's and Max's rival in the wizard contest, and was also Alex's rival in many ways.
- Savvy Guy, Energetic Girl: Savvy Guy to Alex's Energetic Girl.
- Sensitive Guy and Manly Man: Manly Man to Zeke's Sensitive Guy.
- Serious Business: Anything and everything that interests Justin.
- Shirtless Scene: In "Wizards On Deck with Hannah Montana".
- Sibling Yin-Yang: With Alex.
- The Smart Guy: Of the group, Justin is the smartest and is often the one who formulates the solutions to there problems.
- Smug Snake: Occasionally in the series and very much so in the movie, but he got better.
- Straight Man: Quite often to Max or Zeke.
- Student Council President: Is president of multiple school clubs, and extra curricular activity groups.
- Tall, Dark, and Handsome and Snarky: The bookworm type.
- Teen Genius: The guy built an engine that ran on Water, his own monster with his computer's brain, created his own spell and knows just about every subject in academia all before eighteen.
- Took a Level in Badass : Especially in The Movie. Plus, after season three started, he has become a Monster Hunter and so is being trained in hand to hand combat, and he is exceedingly proficient. Best examples are in "Wizards vs Werewolves'', where he holds his own against fully transformed werewolf Mason, and in "Western Show", when he battles and defeats up to three armed cowboys with his bare hands.
- Took a Level in Jerkass:
- In "Alex's Logo" he acts like this towards Alex, when he turns the entire school against her, just because he doesn't like the fact that Alex has received the Citizen Ship Award. And he is actually amused when all the students give her deadly glares and want to throw things at her.
- Again in "Who Will Be The Family Wizard?" as well: He does not take the cancellation of the Wizard competition very well and takes out his anger over it on Alex. Granted, it was her fault, but he could have been a little less of an asshole about it considering that she was trying to save the life of his best friend (something you would think he would be in support of).
- Vitriolic Best Buds: See Alex.
- Weak, but Skilled: Justin is the most hard working of the siblings, but it's also frequently shown that both Alex and Max are Brilliant, but Lazy. It's heavily implied in the movie that he has the least innate talent for magic which is why he works so hard. This ultimately ends up being an Earn Your Happy Ending, because his status as a top student results in him becoming the new Dean of Wiztech.
- What Beautiful Eyes!: From Harper's point of view. Also, Justin's eyes are gray◊ green◊.
Jake T. Austin and Bailee Madison
The youngest of the three Russo siblings, he is the naive younger brother, who at the beginning of the series is an underachiever (when it comes to wizard school), being far behind his siblings in his magic lessons (as seen in "Potion Commotion"). Max is a witty, cheeky boy with a very imaginative and out-going personality. Like Alex, Max is often depicted as a slacker and is been known to use magic mischeviously. He is very naive and has a short-attention span. His mother, Theresa sometimes treats him like the baby of the family. He sometimes assists his sister Alex in pulling pranks on their brother Justin.The Grand Finale reveals that he did not win the wizard competition, but Jerry tells him that he will inherit the family business some day.
- Annoying Younger Sibling: To Alex and Justin at times.
- Badass Adorable: As Maxine. She not only beats the crap out of Justin, she weaponizes her cuteness on more than one occasion.
- Cannot Tell a Joke: Max is the reigning king of hilariously-inappropriate comedy timing.
- Cheerful Child: At the beginning of the series. Later he enters Justin's and Alex's world.
- Consolation Prize: Between him and his siblings, he's the only one who is now a mortal. Alex won the competition, and Justin is the new Headmaster of Wiz Tech. However, to keep his spirits up, Jerry tells Max that he will some day inherit the family business. Max is clearly not pleased, but tries to stay optimistic about it anyway. One wonders if he'll put Rice-A-Roni on the menu.
- Cloudcuckoolander: Easily the biggest example in the series.
- Comedic Sociopathy: Gets up there with Alex as the series progresses.
- The Ditz: Or so he seems.
- Dumbass Teenage Son: He once misspelled his own name.
- Fearless Fool: In an episode it is mentioned that Max isn't afraid of anything, due to the fact that he loses his conscience.
- First Lawof Gender Bending: Subverted. He spends several episodes as Maxine but gets turned back eventually.
- Flanderization: From Cloudcuckoolander to Too Dumb to Live. As of the Season 4 premiere, he reveals that his descent into idiocy is all an act, as he figured that if he acted this way, but let being a wizard slip out, no one would believe him.
- Foolish Sibling, Responsible Sibling: The Foolish to Justin's Responsible.
- Gender Bender: As Maxine.
- Heh Heh, You Said "X": In "Future Harper", he laughs when Justin constantly says I.P.P..
- Heroic Wannabe: In "Alex's Brother, Maximan".
- Hidden Depths: In "My Two Harpers", unlike Jerry or Justin, Max demonstrates a great deal of business savvy about the sub shop - such as thinking to open a drive thru to the Wizard World and the limits of a small staff. This will serve him well as it's revealed that Jerry wants him to run the sub shop since he doesn't have magic anymore
- Kids Are Cruel: At the beginning of the show.
- Laser-Guided Karma: Usually because when he does crazy things it all implodes on him and he ends up punishing himself.
- Obfuscating Stupidity: In the Season 4 premiere episode, Max reveals that he has been doing this.
- Out of Focus: From Season 2 onward, majority of the main plot began to focus more on Alex and Justin's relationship. Max ends up getting pushed to the side plots.
- Plucky Comic Relief: His main role for the first few seasons developed further after that, but still not all gone.
- The Rival: His brother's and sister's rival in the wizard contest.
- Sarcasm-Blind: Nearly always.
- Screw the Rules, I Have Supernatural Powers!: Will Certainly try this, but it doesn't often work the way he planned.
- Sidekick: Justin's, in "Franken Girl".
- Small Name, Big Ego: To a lesser extent.
- Smarter Than You Look: Max is weird and a bit dim (again, he once misspelled his own name) but at the same time he can sometimes offer good advice and isn't as oblivious as he appears to be.
- Took a Level in Dumbass: He starts to act crazier and dumber as time goes on. However, he reveals in the Season 4 premiere that this was indeed an act the whole time, as he figures that if he's seen as crazy then no one would believe him if he accidentally revealed his secret, since he says & does crazy things all the time. Granted, he is still a little dumber than before, but not as much as he leads people to believe.
- Took a Level in Jerkass: When he loses his Conscience.
- Trickster: Not as notable as Alex, but he still pulls pranks once in a while along with her.
- The Unfavourite: Not an obvious case since his parents love him as much as Justin or Alex. But it is clear in the finale that neither of his parents want him to or believe he will win the family competition. His father even used the idea of him winning by default as part of Alex and Justin's legal defense.
- Wacky Guy: Oh yes, indescribable as anything else. He enjoyed swimming in his own rubbish.
- Wild Card: He is on Justin's side. Or Alex's side. Or none.
- Youngest Child Wins: In the Season 4 premiere, Max is the only one of the Russo siblings who kept his place in the wizard competition after Justin and Alex revealed magic to the world. This ends up getting subverted with a vengeance in the finale. Max is the only one who doesn't get to keep his powers. Alex wins the competition and Justin is named the new Dean of Wiztech.
Jerry is the father of Alex, Justin and Max Russo and co-owner of the Waverly Sub Station, with his wife Theresa (whom he accidentally insults on occasion). He is also a former wizard, who chose to give up his powers to marry his wife Theresa, a mortal, due to a rule forbidding wizards to marry mortals.Jerry Russo is the average father. He is stern, protective and is annoyed by Alex and Max constantly, and even by Justin occasionally. Unlike his children, he does not have powers any more; nonetheless, his children inherited their powers from him.
- Amazingly Embarrassing Parent: Alex seems to think so (and Justin has gone there himself, but not without cause).
- And Starring: "And David Deluise".
- Angrish: Usually brought on by Alex.
- Berserk Button: Standing between him and food.
- Big Eater: He certainly loves food.
- Bumbling Dad: On and off.
- Casanova Wannabe: In the movie when he was "single".
- Digging Yourself Deeper: When he tells something nice to his wife it sometimes comes out wrong. Then he tries to clarify it, but he just makes things worse.
- Happily Married: He and Theresa are actually a fairly realistic example of how a happy marriage isn't a perfect one.
- Only Sane Man: At times, he certainly gives sound advice on not misusing powers and is generally a good voice of reason.
- Overprotective Dad: Even learning his daughter was dating a werewolf didn't in the slightest deter him from giving him the "I'll make you pay if you ever hurt her" speech.
- Papa Wolf: Jerry has shades of this.
- Reasonable Authority Figure: Wacky moments aside, generally he is a supportive father who often gives sound advice to his children.
- So Proud of You: He often gives this line to Justin. And sometimes to Alex when she actually does a right thing.
- Took a Level in Jerkass: The episode "Wizard for a Day". First, when the aliens demand the milkshake machine, he tells them that Max is the machine. Next, as the aliens are shooting their lasers and the rest of the Russos are hiding behind the counter, Jerry is forced to choose between saving his beloved family and his precious milkshake machine. Guess which one he picked. Finally, he tries to use Merlin's hat to teleport himself to Hawaii. Yeah, that's father of the year for ya.
- Ugly Guy, Hot Wife: Ugly Guy to Theresa's Hot Wife.
Theresa is the mother of Alex, Justin and Max Russo and co-owner of the Waverly Sub Station, with her husband Jerry; and is also the slightly more serious one out the couple. Theresa Russo is a typical mother. She's fussy, caring and can be pretty embarrassing. Unlike her children, she is a mortal. She is overprotective of Justin and Max. She tries to relate with her kids, but it doesn't always work.
- Amazingly Embarrassing Parent
- Berserk Button: Trying to stop her from protecting her kids.
- Does Not Like Magic: Depending on the Writer, she jumps from absolutely and completely hating magic, to just being cautious, to actually liking it.
- HAHAHA–No: In "Saving WizTech, Part 1" where Jerry tries to laugh the matter off with her.
- Happily Married: See above.
- Mama Bear: If standing up to a fully powered wizard who was clearly very evil, while not even remembering her children doesn't qualify her, nothing will.
- Ms Fan Service
- My Beloved Smother: At times, she smothers her kids (especially Justin and Max) with parental affection and authority a little too much.
- Overly Narrow Superlative: Theresa likes to mention that she was the most popular girl in her high school, but forgets to mention it was because she was the first girl in a formaly all boy school.
- Parent Service
- So Proud of You: Usually of Justin.
- Spicy Latina: Theresa is Latino and has the temper and seduction to qualify.
- Ugly Guy, Hot Wife: Hot Wife to Jerry's Ugly Guy.
- Unfazed Everyman: Has to have evolved into this, due to living with a family of wizards.
- Why Did It Have to Be Snakes?: In "Cast-Away (To Another Show)", Theresa insists on wearing a life-jacket on a docked ship and is apprehensive in general about water. Justin is surprised, noting that she won a number of swimming medals in high school."Why do you think I was so fast? I couldn't wait to get out of the water!"
She is the best friend of the show's main character Alex Russo and is often known for her outrageous fashion ensembles that she designs herself. Harper is a typical teenage girl: kind, smart, a bit dorky and a fashion lover. She is very optimistic, though a little insecure at times. Harper has an extremely large and often (extremely) obsessive crush on Alex's brother, Justin.
- Adorkable: She's cheerful, dorky, kind, a bit naive and known for her outrageous (and often ridiculous) fashion sense.
- Berserk Button: Being called a bad friend.
- Beta Couple: With Zeke, once she (more or less) gives up her crush on Justin.
- Beware the Nice Ones: She's as sweet as they come, but get on her bad side and your be sorry.
- Bunny-Ears Lawyer: All her silliness aside, she is generally good at several things, for instance she makes all her own clothes and is very good at school.
- Cloudcuckoolander: Much less prominent in her than in Max and Zeke, but it's still there.
- Catchphrase: Harper yells "See you in P.E.!" when making a hasty exit.
- Clingy Jealous Girl: Was initially one towards Justin; she eventually managed to grow out of this.
- Creator Breakdown: In-Universe in "Alex the Puppetmaster". After a fight, Harper redoes her puppet show as "a thinly veiled attack" showing the audience how Alex treats her.
- Cute Clumsy Girl: In "New Employee", Harper was a clumsy waitress.
- Ditzy Genius: More so than Justin, since the "ditzy" part is much more evident. She is both an awkward Cloudcuckoolander and an intelligent student.
- Dogged Nice Girl: To Justin; she eventually moves on, but it's implied by her future self she never truly gets over him.
- Emo Teen: Behind her happy facade.
- Faux Action Girl: Does Tae Kwon Do, but is horrible at it.
- Fiery Redhead: Harper certainly has something of a temper.
- Granola Girl
- Heterosexual Life-Partners: With Alex.
- Hidden Depths: Subverted. She runs marathons, does Tae Kwon Do, enters spelling bees and does Double Dutch jump rope. And she's terrible at all of them.
- The Ingenue: More naive and innocent than Alex, though she can be more snide and manipulative at times, usually under Alex's influence.
- The Lancer: To Alex.
- Love Makes You Crazy: Before her much needed Character Development.
- Morality Pet: For Alex.
- Rejection Affection: Harper isn't at all put off by Justin's disinterest.
- Rummage Sale Reject: Most of her outfits, which she makes herself.
- Sad Clown: Every now and then, she is hinted to be this.Harper: You are a Maddy. Happies and Maddies just don't get along.
Alex: Well, I get along with you and you're a Happy.
Harper: Oh, dear, only on the outside. That's why we work.
- Seemingly Wholesome '50s Girl: When they go to the 50s, she becomes the most popular girl in school in a matter of days.
- Self-Proclaimed Love Interest: She would routinely talk about her (imagined) relationship with Justin and claim that any other girl Justin dated was only a temporary fascination and that he would eventually find his way back to her.
- Stalker with a Crush: On Justin.
- Stepford Smiler: Lampshaded in "Positive Alex" when Alex calls her a "Happy" and she says "Only on the outside. That's why we work." And in "Third Wheel" we get to see what happens when the smile slips.
- Straw Loser: How weird and socially awkward Harper is in general. And then there's the ultra-dorky outfits she always wears so that Alex can look cool and fashionable by comparison.
- Tomboy and Girly Girl: Girly Girl to Alex's Tomboy.
- Unfazed Everyman: Following finding out her best friend and her family are wizards.
- Vitriolic Best Buds: Type 1 with Alex. As the bottom, although in later episodes she has begun to grow a spine moving in the direction of Type 2.Alex: When have I ever kept secrets from you?
Alex: You're never going to let that go are you?
- Yandere: Towards Justin. Thankfully, she lost this trait before her interest in Zeke.
Zach "Zeke" Beekerman
Dan BensonHe is a friend of Justin's. He is one grade higher than Justin and is considered "cool", yet nerdy. He attends Tribeca Prep and is in advanced chemistry along with Justin. He is also part of an "alien language" club; he and Justin often "speak alien" to each other.
- Adorkable: He's nerdy, easygoing, and passionate about robots. He is also part of an "alien language" club and he and Justin often speak "alien" to each other.
- A Friend in Need: Played for Laughs in "Marathoner Helper".
- Berserk Button: Mentioning there can be more than 3 meals in a day.
- Beta Couple: With Harper.
- Bookworm: Zeke is quite nerdish, enjoys studying and reading.
- Camp Straight: Zeke has many feminine traits, panics a lot, is whiny and greatly in touch with his feminine side, but he's happily dating Harper.
- Cloudcuckoolander: Another very noticeable one, though he isn't quite up to Max's level.
Juliet Van Heusen
Romeo and Juliet, but with a happier ending) and soon, are allowed to date despite the restaurant feud between their different families. When she was born, her parents let her have a soul so she could socialize in the mortal world, which makes her nice and down-to-earth, as oposed to most vampires, who are usually heartless and cunning.
- Badass Adorable: A beautiful, sweet, kind-hearted vampire who can kick some serious werewolf ass.
- Back for the Finale: Gorog brings her back and restores her powers towards the end of the season, as a sort of Ace in the hole to corrupt Justin.
- Cute Bruiser: Juliet's adorable, but she's tough enough to knock a werewolf around.
- Cute Monster Girl: She can hide her monster traits (wings, fangs etc.) and pass as human.
- Friendly Neighborhood Vampires: Lives close to the Russo's and is the only truly friendly vampire in her family.
- Living Forever Is Awesome: Downplayed but still present. She dated Julius Caesar and she still hasn't tired of finding a new boyfriend, but proms get boring after the first hundred or so and it's hard for a new boyfriend to surprise or impress her.
- Love Interest: Justin's.
- Mayfly–December Romance: With Justin.
- Meaningful Name: As in "Romeo and"
- My Species Doth Protest Too Much: Juliet has a soul and some serious differences with her parents over what constitutes a proper diet.
Gregg SulkinHe is a transfer student from England, perfect in every way except for his artistic vision, and Alex's first true love. He turns out to be a werewolf and breaks Alex's heart when he shouts out that he loves Juliet. In the end, he repents for breaking Alex's heart and proves he does love Alex, after all.
- Berserk Button: Trying to take Alex away from him.
- Hot-Blooded: Mason does have a temper, and it can cause him to seriously loose control of his wolf side.
- Interspecies Romance: With Alex.
- Love Interest: Alex's.
- Mayfly–December Romance: With Alex.
- Mysterious Past: Not much is elaborated on what his life was like before he met Alex, aside from him winning a dog show in London several hundred years ago, and dating Juliet.
- Our Werewolves Are Different: Most notably, the full moon only causes him to transform into werewolf form, but doesn't make him become crazy or violent like werewolves in other stories.
- Really 700 Years Old: He has the appearance of Alex's age, but is really around three hundred years old.
- Stalker with a Crush: In the last half of the "Wizards vs. Werewolves" arc.
- Shout-Out: His name is really similar to Fenrir Greyback, the infamous evil werewolf from Harry Potter.
- Undying Loyalty: According to him, this is a common trait of all werewolves, which is why he shouted that he loved Juliet, as the two had dated previously.
- Wolf Man: His partial wolf side resembles Lon Chaney Jr's original wolf man, although his full wolf side is much more monstrous.
Bill ChottHe is the principal of Tribeca Prep Sr. High School, which is shown when he calls Alex into the principal's office. He also admires Justin and often compares Alex to him.
- Born in the Wrong Century: Acknowledged on several occasions that he would better if he lived in the old west. Likewise when Alex sends him there he fits in very well and proves to love it.
- Embarrassing First Name: Herschel.
- Go-Karting with Bowser: Sometimes Alex winds up alienating everybody in which case Mr.Larritate seems to be her friend of last resort.
- Reasonable Authority Figure: Although unorthodox, Mr Larritate is a pretty good and supportive principal.
- Shout-Out: Larry Tate was Darrin's boss in Bewitched.
Skyler SamuelsShe is (or at least, was) Alex's rival. She has tried to embarrass Alex ever since they were in kindergarten when Gigi spilled juice on Alex's mat during naptime and said Alex had an "accident".
Daniel SamonasHe is Alex's boyfriend in the second season. He makes temporary tattoos in the boy's bathroom and is interested in cars. Dean is shown as a "bad boy", and Justin and Harper do not approve of him at first.
- All Girls Want Bad Boys: As bad as you're likely to get on the Disney Channel. It's Alex that's really the "bad" one in the relationship, on several levels. The worst thing he does is....temporary tattoos!
- Bad Butt: Considered in universe quite tough, and does do a drag race, but really only fitting with Disney standards.
- Love Interest: Alex's.
- Morality Chain: In one episode Alex's love for Dean is what prevents her from turning evil.
- Shout-Out: To On the Road
Jeff GarlinJerry's brother. He was given Jerry's powers, when he married Theresa.
- Annoying Younger Sibling: Jerry's and Megan's.
- Attractive Bent-Gender: As Shakira
- Beethoven Was an Alien Spy: He's Shakira!
- The Ditz: Quite a dim man, he thought flooding the whole room would be a good idea.
- Does This Remind You of Anything?: His secret identity as a pop sensation.
- Too Dumb to Live: Hence why Jerry gave him his powers (other than him marrying Theresa) as he didn't feel he could live without them.
Hayley KiyokoA young wizard Alex befriends. She is almost the perfect friend for her. Turns out she is apparently evil and has a diabolical plot to bring an end to the wizard competition, effectively making her the Big Bad of season 3. She is killed, but later resurrected and has a Heel–Face Turn.
- And There Was Much Rejoicing: Calling it "rejoicing" might be a bit extreme, but her death was taken way too well by all parties involved. Not even her own brother or the girl who, up until that episode, had been close friends with her so much as shed a tear over it.
- Anti-Villain: Type III. She was a Well-Intentioned Extremist and she did have a good goal...
- Arc Villain: During her arc in Season 3.
- Evil Counterpart: She's basically Alex, but with even less concern for the impact of her actions on other people.
- Killed Off for Real: In a Disney show, folks, in a Disney show. And it's accompanied with a laugh track.
Leven RambinA literal Angel, who falls in love with Justin and visa versa. They had a romantic relationship although it turns out she is really a demon (referred to as Angel of darkness) and The Mole for Gorog. Justin decides to become one as well and help Gorog to stay with Rosie. After a showdown with Alex, Justin has a Heel Realization and uses his love to redeem Rosie.
- The Corrupter: Her presence turns people darker, and her purpose was to corrupt Justin for her Master Gorog.
- Love Redeems: Her relationship with Justin causes her to turn good.
- The Mole: In Justin's class, she's posted there to seduce him.
- Our Angels Are Different: As an Angel of Darkness, she causes people to turn dark by spending time with them.
John RubensteinThe equivalent of Satan of the show (and many other show's). This makes him the Big Bad/Greater-Scope Villain. He is introduced in season four with a plan to turn the world evil by stealing the Moral Compass, which he uses Justin and Rosie for, but was ultimatly defeated. He also has a Plan B to take over the Wizard world, and spy's on the Russos incognitto throughout the season. As he puts the plan into action he is killed by all three Russo children.
- Big Bad: Of his two arcs in Season 4, "Wizards vs. Angels" and the "Apartment 13B" saga.
- The Corrupter: He does this to Justin - though it thankfully doesn't stick.
- Evil Overlord: The leader of the Angels of Darkness.
- Greater-Scope Villain: Of the Disney Channel Live-Action Universe.
- Killed Off for Real: At the end of his arc, by the Russo children.
- Knight of Cerebus: The show's darkest villain. He corrupted the entire world into evil using the Moral Compass before Justin stopped him,almost killed Alex and Harper by sucking them into a black hole,and held Juliet and Mason hostage to tempt Alex and Justin into joining him.
- Manipulative Bastard
- Our Demons Are Different: Is either the devil or a minion of his.
- Winged Humanoid: With dark wings
A former wizard who sets out to find a magical stone of dreams to turn his girlfriend Giselle back to her human form.
- Anti-Villain: He's a polite and friendly fellow and not really all that evil - he's just devoted to Giselle and serves her because he loves her, and he dislikes the negative consequences this brings.
- The Dog Bites Back: When he realises Giselle doesn't have any regard for him as he does for her, he finally gets fed up with her selfish cruelty and redoes her Karmic Transformation - even commenting that he actually likes her better as a bird.
- The Dragon: To Giselle.
- Foil: To the Russos - his love for Giselle is superficial (since she has nothing good in her personality) and unrequited, with a lot of abuse dishout out his way; the Russo siblings might clash, but they actually care for each other and the abuse is Comedic Sociopathy at best.
- Heel–Face Turn: In the end he turns on Giselle, even giving the wishing stone to Theresa so she can bring her children back.
A former wizard, who was turned into a parrot as a punishment for something and relies on her boyfriend Archie to free her with the Stone of Dreams.
- Big Bad: Of the first movie.
- Double Standard: Abuse, Female on Male: Averted.
- It's All About Me: Shown to care only for herself and willing to manipulate Archie, who is utterly devoted to her, without remorse. It comes back to bite her when he realises she cares nothing for him, and his morals lead to a Heel–Face Turn.
- Fate Worse Than Death: To her at least. She turns back to a parrot and once again has to put up with Archie.
- Karmic Transformation: There and back again.
An evil Wiztech member who has a plan to trap all mortal beings in beads and take over the world. He carries out this plan by splitting Alex's positive and negative traits into seprate entities. He turns out to be Gorog's nephew and may be part Angel of Darkness.
- Half-Human Hybrid: He may be part Angel of Darkness.
- Villain Ball: He lampshades that he shouldn't have used the leaning Tower of Pisa as his base of opperations.
- Captain Ersatz: Prof. Crumbs (of Dumbledore).
- Creepy Monotone: Numerous one-shot characters played by Amanda Tepe.
- Cute Monster Girl: Frankie Stein (no, not that one).
- Goth: Miranda, Justin's first girlfriend.
- Karma Houdini: T.J. Taylor, until his parents caught him.
- Really 700 Years Old: Played for Laughs. Prof. Crumbs considers 800 years old to be young, and was an adult when the wheel was invented, making him nearly as old as Juliet. Rudy Tootie, who is over 2000, makes fun of how old he is. And of course there's Juliet's parents.
- Sibling Team: Justin/Alex, Justin/Max, Alex/Max, Justin/Alex/Max.
- Terrible Trio: Gigi and her friends.