Honestly, if you grew up in the late 2000s, there is a very specific sound that probably lives rent-free in the back of your brain: "Everything is not... what it seems." It was the anthem of a generation. When the Selena Gomez show Wizards of Waverly Place first hit Disney Channel back in 2007, nobody really knew it would become the powerhouse it did. It wasn’t just another sitcom about kids with a secret. It was the launchpad for one of the biggest stars on the planet.
Fast forward to right now, January 2026, and the Russo family is somehow more relevant than ever. We’ve seen the reboots, we’ve seen the "Wizards Beyond Waverly Place" sequel series flourish into its second season, and we’ve seen Selena herself transition from a sarcastic teen wizard to a Golden Globe-nominated powerhouse in Only Murders in the Building and the 2024 film Emilia Pérez. But there is something about that original wizard lair on Waverly Place that people just can't let go of.
The Sarcastic Soul of Alex Russo
Most Disney protagonists at the time were... well, bubbly. Miley Stewart was trying to have the best of both worlds, and the London Tipton/Sharpay Evans archetypes were the "fabulous" ones. Then came Alex Russo.
She was lazy. She was manipulative. She was, quite frankly, a bit of a menace.
Selena Gomez brought a deadpan comedic timing to the role that was way ahead of its time. While other actors were playing to the rafters with big physical comedy, Selena was giving us side-eye and dry one-liners. It’s why the show still feels watchable today. You’ve probably noticed that even in her adult roles, that "Alex Russo" DNA is still there—that ability to be the smartest, most cynical person in the room while still being deeply likable.
The show's creator, Todd J. Greenwald, actually originally pitched the show with twins named Jordan and Julia. Can you imagine? It eventually morphed into the Russo trio we know: the overachiever Justin (David Henrie), the wild card Max (Jake T. Austin), and the middle-child chaos of Alex.
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That Infamous Series Finale (and Why It Matters)
People still argue about who should have won the Family Wizard Competition. For four years, the stakes were clear: only one sibling gets to keep their powers. Everyone else becomes a mortal.
When the finale, "Who Will Be the Family Wizard?", aired in 2012, it pulled in nearly 10 million viewers. That is an insane number for a cable finale. If you need a refresher—or if you’re just getting into the 2026 hype—here is how the power dynamics actually shook out:
- Justin Russo: He actually crossed the finish line first, but because he’s Justin, he confessed that Alex helped him when he got stuck.
- Alex Russo: Because of Justin’s honesty, she was named the Family Wizard. She kept her full powers and eventually joined the Wizard Tribunal.
- Max Russo: He lost his magic entirely but got the family business—the Sub Station.
- The Loophole: Professor Crumbs retired and gave his seat (and powers) to Justin, so two siblings ended up keeping their magic. Kind of a "everyone wins" moment, but it worked.
Wizards Beyond Waverly Place: The 2026 Update
If you’re wondering what’s happening with the franchise today, things have gotten pretty intense. The sequel series, Wizards Beyond Waverly Place, which premiered in late 2024, has completely shifted the narrative.
We’re now deep into Season 2, which premiered on September 12, 2025. The story follows an adult Justin Russo—who had given up magic to live a "normal" life on Staten Island with his wife Giada and their kids—being pulled back in by Alex. She drops off a young, powerful wizard named Billie (played by Janice LeAnn Brown) for Justin to mentor.
The biggest bombshell? The Season 2 finale recently revealed that Billie is actually Alex’s daughter. Yeah. The internet basically melted. Alex had to hide her to protect her from a dark wizard named Lord Morsus, and the emotional payoff of that reveal is what’s driving the massive streaming numbers on Disney+ right now.
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Selena isn't just a guest star; she's an executive producer. You can tell she actually cares about this world. She’s gone on record saying the show "gave me everything I have today," and her involvement isn't just a nostalgia cash-grab—it's a genuine expansion of the lore.
Why it Ranks as an All-Time Great
There are a few reasons why the Selena Gomez show Wizards of Waverly Place stands apart from the Hannah Montana and iCarly era.
First, the writing was surprisingly sharp. It leaned into the "magic goes wrong" trope in a way that felt like a kid-friendly version of Seinfeld. It wasn't about saving the world every week; it was about Alex using magic to skip a 10-minute sale or avoid doing her homework.
Second, the world-building was solid. From WizTech (the obvious but charming Harry Potter parody) to the "Nowhere Zone," the show created a playground that felt lived-in.
Third, the guest stars were legendary. Do you remember seeing a young Austin Butler as George? Or Bridgit Mendler as the vampire Juliet? How about Shakira showing up as... herself? It was a magnet for talent because the vibe on set was reportedly so tight-knit.
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Surprising Facts You Probably Forgot
- The Original Name: The show was almost called The Amazing O'Malleys. Thank goodness they changed it. "Russo" just fits the NYC vibe better.
- The Movie Success: Wizards of Waverly Place: The Movie (2009) is still one of the most-watched Disney Channel Original Movies ever. It won an Emmy for Outstanding Children's Program.
- The Theme Song: Selena sang "Everything Is Not What It Seems," and it basically became her first "hit" before she started her proper music career with The Scene.
- The Spin-off that never was: There were talks of a Harper and Alex spin-off back in the day, but Selena was already transitioning into movies like Spring Breakers and Hotel Transylvania.
How to Experience the Magic Today
If you’re looking to dive back into the world of the Russos, you’ve got a few options.
Start by bingeing the original four seasons on Disney+. It holds up better than you’d think. Then, jump into Wizards Beyond Waverly Place. The shift from the 4-camera sitcom style to a more modern production feel is jarring at first, but the heart is still there.
Next Steps for Fans:
- Check out the Wizards of Waverly Pod hosted by David DeLuise (Jerry) and Jennifer Stone (Harper). They go behind the scenes of every episode and have had Selena on as a guest to talk about her "Disney days" trauma and triumphs.
- Keep an eye on Disney+ for the Season 2 "Special Edition" episodes of the sequel, which feature more of the original cast like Maria Canals-Barrera (Theresa) and Bill Chott (Mr. Laritate).
- Follow the official Rare Beauty socials, as Selena often drops "Alex Russo" Easter eggs when she's promoting new makeup lines—it’s a subtle nod to the fans who have been there since the sub station.
The legacy of the Russos isn't just about magic wands and flying carpets. It’s about a family that was messy, sarcastic, and occasionally used spells to fix their problems—only to realize that some things just require being a human. That's why, even in 2026, we’re still talking about it.
Actionable Insight: If you're a creator or writer, study the character of Alex Russo. She's a masterclass in how to make a "flawed" protagonist deeply relatable through the use of vulnerability and humor. You don't need to be perfect to be a hero; you just need to be authentic.