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     Main Characters 

Emma Alonso

The series protagonist. A young witch who finds out she's The Chosen One to lead the witch world. She had mixed feelings about being a witch, but grew into it over time.

Andi Cruz

Emma's best friend. She is the first to find out that Emma is a witch and is excited at the idea of having a witch for a friend. She helps save Emma from Torres in season one, but in season two their friendship is tested, when Emma had to get rid of Phillip, Andi's zombie boyfriend. And again in Season 4, when Andi disagrees with Emma who wants to use her now fully-developed Chosen One powers to bring her mother back.

Daniel Miller

Leader of the Sharks Swim Team. He is Emma's love interest and Maddie's ex boyfriend. At first was unaware of Emma and Maddie's powers. He finds out about them as the season comes to a close, but thinks they lost their powers. When he learns Emma still has her powers in season 2, he breaks up with her for keeping a secret from him, but they still had feelings for each other and eventually get back together at the season finale.
  • Amicable Exes: With Maddie in season 2.
  • BadassNormal: Despite having no supernatural powers, he still doesn't hesitate to help fight Torres in the first season finale.
    • He and Jax also get into a sword fight while rehearsing for a play. It would have been intense if it weren't for them using a salami and bread stick in lieu of real swords.
  • Butt-Monkey: Constantly at the short end of Mr. Alonso's stick. Helps that half the time it's because of Jax's manipulations.
  • Cock Fight: His rivalry with Jax. They get into a sword fight while they rehearse for the Romeo and Juliet play, as if to vent their frustrations at eachother.
  • Informed Flaw: Mr. Alonso claims that he has bad grades. He was pretty much The Ace in the first season. This becomes very suspicious when you realize Mr. Alonso has it out for Daniel and was the principal at the time of season 2.
  • Lovable Jock: The head of the school swimming team and is never mean to anyone.
  • Nice Guy
  • Official Couple: With Emma as of the end of the first season. There was a breakup in season 2, but they get back together as that season comes to a close.

Maddie Van Pelt

Emma's initial antagonist. She is another witch and suspect of being The Chosen One. She is also Daniel's ex girlfriend, which motivates her vendetta towards Emma. She grows out of it over time and starts a friendship with Diego.

Diego Rueda

A member of Daniel's swim team and a good friend of Daniel's. He is also the last of the Churi Kanay (meaning "Son of Fire") who can control elements. He befriend Maddie after she looses her powers and agrees to be her proxy to replace her powers. They gradually develop a romantic relationship.

Sophie Johnson

Maddie's dimmer but more friendly friend. She, and Katie where one of the first to find out Maddie's a witch. In season one, she briefly has a relationship with Beau - a lizard Maddie turned human, but decides to let him go when he wants to be a lizard again.

Katie Rice

A member of Maddie's Girl Posse. She wants to be the head panther but knows that Maddie is a witch. Needless to say, she is still loyal to Maddie.
  • Beta Bitch: More so then Sophie, who otherwise is a friendly person if it weren't for being one of the Panthers.
  • Black Best Friend: To Maddie and Sophie.
  • Face–Heel Turn: Willingly teams up with Mia in order to become Head Panther in Season 3.
  • Heel–Face Turn: ...and back again to Maddie when she decides Mia is a little too obsessed with wiping out all witches.
  • Hidden Depths: Around her birthday she becomes depressed when she thinks no one wants to be her friend and briefly becomes a goth. When Maddie's mother spoils to Katie that they where throwing a surprise birthday party.
  • The Starscream: She has these tendencies at various points, but she values her friendship with Maddie and is well aware that Maddie is more powerful then she is.

Jax Novoa

An Australian wizard who is an exchange student at the high school. He uses his powers to his own devices and imposes himself as Emma's new mentor until he looses his powers to the witches council. After Emma and Daniel breakup, Jax becomes Emma's new boyfriend. Turns out he is part of his father's Take Over the World plot and he summons E, Emma's evil clone to help him. It isn't long before he has a Heel–Face Turn.
  • Affably Evil: Before his Heel–Face Turn.
  • Anti-Villain: He doesn't seem to have a desire to be evil - he's only following his fathers orders.
  • Badass Abnormal: Being a wizard aside, when he and Daniel are practicing a sword fight for a play, it gets pretty instense (that is if they hadn't used a salami and breadstick in lieu of swords). And no, he wasn't using his powers.
  • Big-Bad Ensemble: Between himself, E, and Desedemona, although they spend their time double crossing each other.
  • Cock Fight: The love triangle between Jax, Emma and Daniel causes resentment between Jax and Daniel. They vent out their anger by sword fighting while practicing a play.
  • Devoted to You: The reason why he summons E when Emma wouldn't help him rule the world, and why he helps save the real Emma in the season finale.
  • Heel–Face Turn: In the climax, he sides with Daniel and Emma when he puts them in danger.
  • We Can Rule Together: When he is dating Emma, he suggests they get more powerful and take over the world. When she refused, Jax summons E, Emma's evil clone.
  • "Well Done, Son!" Guy: His father is the real mastermind behind Jax's takeover the world plans, and is very curt and hard to Jax when they talk on the phone.

Lily

     Supporting Characters 

Francisco Alonso

Emma's father, and a man who believes in science, and is not aware of witches, let alone that Emma is one. He's a stern guy, but really cares about Emma. Doesn't like Daniel, but likes Jax. He was a math teacher in season one, but becomes principal following Torres death.
  • Doting Dad: Towards Emma.
  • Incredibly Embarrassing Parents: Subverted. He has the personality of one, but Emma never seems embarrassed by him.
  • Overprotective Dad: Has this attitude towards Emma and Daniel's relationship.
  • Took a Level in Jerkass: Downplayed, but throughout season two, most of Daniel's interactions with him, have Mr. Alonso having short patience with him.
    • Jerkass Has a Point: When he first got mad at Daniel, Daniel was under a spell that made him say the opposite of what he means, and ends up telling Emma he doesn't like her. The rest of the time, Daniel often messes up, or sometimes Francisco thinks he messes up, at the wrong place at the wrong time.

Ursula Van Pelt

Maddie's mother. A former witch who is more than excited about Maddie being a witch and plans on mentoring her and mooching off her powers. She also has an unrequited crush on Emma's father.

The Terrible 3 (Tommy, Melanie and Rick Miller)

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     Other Characters 

Tony Myers

A boy who befriends Emma in season one. An aspiring magician who learns that Emma is a witch, and has a crush on her.

Mac Davis

Diego's best friend and a member of The Sharks. One of the first to discover Diego is a Kanay.

Principal Torres

The high school principal in the first season. She's a former witch who wants her powers back and will stop at nothing to get them back.

Coach Julio

Agamemmon

Desdemona

Ramona

E

An evil clone of Emma, initially created when Emma has created multiple clones of herself. After being seemingly dealt with, she returns near the end of the season as a major antagonist.

Jake Novoa

Jax's father in Australia. A wizard who sent Jax to America to get close to the Chosen One and use her to take over the world.]] Initially appeared as a voice on Jax's phone, and appears in person in season four as a direct threat.

Mia

A Kanay who appears in Season 3 with a grudge against The Chosen One.


  • Berserk Button: Don't take her necklace. She holds Emma and co. hostage over it.
  • Big Bad: Of Season 3.
  • Conscience Makes You Go Back: In the Season 3 finale, she and Emma get sucked into Andi's Zombie Apocalypse 3 video game and attacked by zombies. Mia initially leaves Emma for dead, but goes back to save her at the last minute.
  • Easily Forgiven: After her Heel–Face Turn, the Witches' Council wants to take her in for punishment, but Emma makes a Declaration of Protection and tells them to back off.
  • Freudian Excuse: The Principal killed her parents, so she now holds a grudge against all witches and wants to kill Emma, their leader. She gets over it at the end of Season 3.
  • Heel–Face Turn: She makes peace with Emma in the Season 3 finale and releases Diego, who she'd made her slave earlier.
  • Irrational Hatred: While her anger towards witches over the death of her parents is understandable, neither Emma nor any of the witches in the cast of Season 3 had anything to do with that and have done nothing to hurt her, even in self-defense. She comes to her senses by the end of the season.
  • Redemption Rejection: Numerous characters (Daniel, Diego, and Andi) try to persuade her to give up her vendetta against witches, but she keeps right on going anyway. She finally makes a Heel–Face Turn in the Season 3 finale.
  • Tragic Keepsake: Her necklace, doubling as an Orphan's Plot Trinket. It is made from a powerful crystal that wards off magic. Mia uses it to protect herself from witches, but even when it becomes clear that they mean her no harm, she insists on recovering the necklace when it's lost because it's the last thing she has from her dad.
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