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The Wizard is a man named Simon McKay, a former government weapons developer portrayed magically by David Rappaport, who decided to put his engineering skills to work as a toymaker. He is a little person, and though he lacks the physical strength to defend himself, he uses his genius mind to get him and his friends out of trouble. Simon has both mechanical genius and a quiet wisdom, all the while having a fun-loving spirit that lets him relate to the children he often rescues from the trouble they get into. He seems to never be intimidated by the enemies or situations he faces, walking bravely into danger to see that peace is restored. He is often an encourager to those facing overwhelming odds.

Despite his intelligence, he has sometimes miscalculated his inventions and experienced an undesirable backfire. This could be seen in the first episode titled 'El Dorado', where Simon tests his new rubber duck in the bath tub only to see it grown to gigantic proportions. He also has an irrepressible sweet tooth, something that Tillie the housekeeper tries unsuccessfully to cure him of. Simon is devout in keeping a secret stash of sweets hidden behind a special wall in his basement workshop.

None of his inventions are of lethal capacity. It is often his remarkable toy inventions that he uses to save the day. In one episode, Simon uses a remote control car rigged to blow out the tires on an escaping villain's car. In another episode he uses a carpet bag fitted with a hydrogen pouch which he uses as a levitation device to escape. This is due to his disillusionment with the government work he performed.