Sand Land has many different characters in the series.
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Main group
Beelzebub
The protagonist of the series. He is the prince of demons and Demon King Satan's son.
- In-Series Nickname: Rao nicknames him "Belz" for short, much to Thief's frustration.
- Dark Is Not Evil: Despite being the prince of demons, Beelzebub is a noble, heroic guy who always wants to do the right thing.
- Poke the Poodle: His idea of evil is surprisingly childish as he brags about not brushing his teeth after eating and playing video games when he is grounded.
Thief
Voiced by (Japanese): Chō
Voiced by (English): Owen Thomas
Voiced by (English): Owen Thomas
- Bad Santa: His burglary garb consists of a complete Santa Claus costume set. The excuse being that even if he's spotted, how he's dressed will cause enough confusion among witnesses that Thief can make a relatively clean getaway.
- Got Volunteered: After the dismal tryouts by the other demons, he gets selected to go by Beelzebub despite his protests.
- Not So Above It All: He likes going fast on driving vehicles and argues with Beelzebub over who gets to drive. In the anime's opening, he's also shown playing video games with Beelzebub.
- Stealth Expert: While he was 'volunteered' to tag along, Beelzebub points out that he is very good at staying hidden in human-filled areas.
Rao
Voiced by (Japanese): Kazuhiro Yamaji
Voiced by (English): John Lipow
Voiced by (English): John Lipow
A local sheriff who used to be the legendary 'General Shiva'.
- The Atoner: His search for the legendary spring is to atone for destroying the rebels attempts to restore the water to Sand Land.
- Deuteragonist: He is the second main focus of the story after Beelzebub.
- Faking the Dead: He intended to fake his death in the Picchi massacre and leave behind his life as General Shiva. Unfortunately, the Swimmers' sketch gets far more attention than they intended...
- Horrifying the Horror: Spooks Beelzebub by stoically admitting that he has killed people in the past, something the 2,500 year-old prince of fiends has never done despite all his centuries of mischief.
- My God, What Have I Done?: Once Thief tells him the truth of what the Picchi were doing, the anime's next scene has him horrified at his past actions.
- Not So Above It All: Thief assumes he's secretly a Dirty Old Man due to keeping a posternote of a late actress as a good luck charm, but after it's revealed that "Sexy Terrier" was his wife, Terrier Shiva, he quickly apologizes. Rao does admit he asked her out because of her looks though.
- Parental Substitute: Somewhat for Beelzebub as he acts as a more engaging and mature parental figure to the young demon in ways that the screwball Thief and the oftentimes distant Satan can't be.
- Tragic Keepsake: The nude centerfold of his wife "Sexy Terrier", which is the only thing he has left to remember her by after their home (along with all their photos) was obliterated in the explosion 30 years earlier.
Ann
The princess of Forest Land, who joins the main group in the Angelic Hero arc.
- Dreadlock Rasta: Has her hair styled in dreadlocks, illustrating her rebellious spirit against the Forest Land government.
Humans
The King
Voiced by (Japanese): Chafurin
Voiced by (English): Alan Adelberg
Voiced by (English): Alan Adelberg
- Gonk:The King is not exactly...good looking. He's fat, a spoiled child, and completely reliant on General Zeu and his exploitative business practices to be a real threat
- Too Dumbto Live: Disregarding the fact that the king is a pansy at the best of times, his plans to exploit his kingdom were pants-on-head idiotic. Not only is he the one in charge of the economy and thus can produce as much money as he wants without actually impacting his economy—which is backed primarily by water, of which he controls the only source— but also he had enough water to reverse the desertification of sand land, which would have allowed his people to rebuild from the great war and just never used it. The king would rather spend it partying and exploiting the common people
- Puppet King: Zeu is the one actually calling the shots.
General Zeu
Voiced by (Japanese): Nobuo Tobita
Voiced by (English): Shawn Smith
Voiced by (English): Shawn Smith
The cruel, tyrannical supreme commander of the King's armies.
- Arch-Enemy: To Rao.
- Big Bad: The mastermind behind the Picchi massacre and robbing Sand Land of its water supply just to rule the country with an iron fist.
- I Surrender, Suckers: The anime has him make one last stand after Rao decides to spare him. Beelzebub doesn't let him enjoy his taunting for too long.
- Manipulative Bastard: He uses the King as a puppet and figurehead to rule Sand Land with an iron fist and tricks General Are into killing Rao. Plus Zeu has deceived the citizens of Sand Land into thinking that demons are responsible for the water drying-up.
- Villains Want Mercy: In the anime, he pleads for mercy when Rao has him at gunpoint.
The Swimmers
A father-and-sons gang of ne'er-do-wells in the desert of Sand Land who do whatever they can to get by, including selling their services to the Sand Land Army.
- Acrofatic: Guppy may be huge, but he's no slouch in the speed department.
- Cool Old Guy: Daddy Swimmer, who was a member of Forest Land's Resistance against General Bred, but fled the country to avoid retribution after their initial attempt to oppose him failed.
- Super Drowning Skills: None of the brothers has swum before. Only Daddy Swimmer, who was a young man when the river dried up, knows how. It's Daddy's dream to teach his three boys how to swim.
- Theme Naming: The brothers are all named after fish: Pike, Shark, and Guppy.
General Are
Voiced by (Japanese): Satoshi Tsuruoka
Voiced by (English): Andrew Lander
Voiced by (English): Andrew Lander
General and field commander of the King's army.
- Starter Villain: He's the first named member of the Royal Army that Beelzebub and co. fight.
Demons
Satan
- Bowdlerize: Renamed "Lucifer" in all official English-language media.
- Virtuous Character Copy: He can be seen as this to Dabura, whose design was the main reference for him. Dabura was a wholly unrepentant demonic overlord who helped to bring back the omnicidal Majin Buu for his wicked master Babidi, and even before serving him he was widely feared by the Kais. Satan, in comparison, while aloof and stoic, is much more peaceable and prefers to keep to his own privacy by watching TV or playing puzzle games. He's also a surprisingly decent, if stern, father to Beelzebub, making sure he doesn't spend too much time playing video games or staying up late. It's also implied that he's the one responsible for Beelzebub's Poke the Poodle habits, making his son think his actions are the epitome of demonic evil when they're anything but.
Forest Land
Muniel
Voiced by (Japanese): Ayumu Murase
Voiced by (English): Seth Fuentes
The self-proclaimed hero of Forest Land, and an angel who has a deep hatred for demonkind.Voiced by (English): Seth Fuentes
- A God Am I: After he consumes the Aquanium on Garam, he gains a monstrous, muscular form and his wings grow back. One of the first things out of his mouth is to liken himself to Godnote .
- Arch-Enemy: To Beelzebub and Ann.
- Big Bad: Of the Angelic Heroes arc, being the one who overthrew Forest Land’s king (and Ann’s father) and leads it to war on Sand Land.
- Butt-Monkey: Supplementary materials reveal that the sigil on his chest ranks him as a Second-Class Angel, and flashbacks suggest he was usually given menial tasks in Heaven which he felt were beneath him, as he would rather be smiting (what he sees as) evil in God's name.
- Blatant Lies: Muniel will lie, cheat, and deliberately fudge results to get his way.
- Dead End Job: How he feels organizing magical items in the Celestial Realm is, every day it's the 2nd class angels doing menial jobs with the promise that if they work hard they get to rank up. But even that is just switching to another dead-end job since the angels are not allowed to smite evil and have a peace treaty with the demons and are not allowed to leave the Celestial Realm.
- Fantastic Racism: Views demons as an evil that must be eradicated, no matter if the demons are The Pirates Who Don'tDoAnything.
- Knight Templar: Muniel sees the world as black and white, either you're worshipping the ground he stands on and are "good" or you have complaints about him and don't acknowledge that he's the greatest thing in the world and are thus "evil"
- Light Is Not Good: Presents himself as a noble protector to the people of Forest Land, but he staged a coup on the benevolent king and wants to wipe out the demons of Sand Land.
- Punny Name: On meunière sauce, both for the Toriyama-requisite Edible Theme Naming and for its similarity (in Japanese) to the angel names found in The Bible.
- Smug Snake: His ego is as boundless as the sand dunes of Sand Land when he’s in control of the situation and comes off as insufferable, especially to Beelzebub.
- Unknown Rivals: When Muniel first came down to the earth, he tried to take down Satan. Naturally, Satan proceeded to ignore him and watch tv, until Muniel broke it—at which point Satan casually tore off his wings and flicked him all the way to Forest Land.
Commander Bred
Voiced by (Japanese): Tesshō Genda
Voiced by (English): Mike Smith
Commander of the Forest Land's military.Voiced by (English): Mike Smith
- The Dragon: To Muniel.
King Jam
The deposed King of Forest Land, who at the start of the arc is slated to be executed by General Bred for conspiring with demons.
Queen Lilith
King Jam's queen consort and elder sister of Beelzebub. Held prisoner by Muniel in a magic urn since the day of the coup.
- Theme Naming: With her father and brother.
Lango
King Jam's retainer, who joined the Resistance after Bred's coup d'état. An acquaintance of the Swimmers gang's father.
- Cool Old Guy: A requisite for each faction in this series.
- Edible Theme Naming: Following the bread theme of most Forest Land characters, it most likely comes from either the Hungarian lángos or French lingot de campagne.
