Alfie Moon is a fictional character from the BBC soap opera EastEnders, played by Shane Richie. He made his first appearance on 21 November 2002, and left on 25 December 2005. He returned on 21 September 2010, following the return of his on-screen wife, Kat Moon (Jessie Wallace), two episodes previously, and they continued to feature until 22 May 2015. Alfie appeared in a guest stint between 26 December 2015 and 25 January 2016, before starring in the six-part drama spin-off series Kat & Alfie: Redwater in 2017. Richie returned for two short stints in 2018, concluding with his exit on 22 January 2019. Richie then made a virtual cameo appearance on 12 July 2022, followed by a permanent return from 12 September 2022.
Some of the character's more prominent storylines have included: his turbulent relationship with Kat Slater (Jessie Wallace); an affair with Kat's sister Little Mo Mitchell (Kacey Ainsworth); the dementia and death of his grandmother Nana Moon (Hilda Braid); believing that Kat's son Tommy Moon had died of cot death, unaware that their neighbour Ronnie Mitchell (Samantha Womack) had switched him with her own deceased child, James Branning; discovering that Kat had been sleeping with Derek Branning (Jamie Foreman); beginning a relationship with Ronnie's sister Roxy Mitchell (Rita Simons) and marrying her, but reuniting with Kat moments after the wedding; Kat's pregnancy with twinsBert and Ernie Moon, destroying their home by committing arson to get the insurance money; winning the lottery; being diagnosed with a brain tumour; reuniting with Kat until they split again when she discovers that he is the father of Cherry Slater; being diagnosed with prostate cancer; supporting Kat with Tommy's parental abuse; and trying to bring Kat's estranged daughter Zoe (Michelle Ryan) back to Walford.
Creation and development
Alfie Moon was conceptualised by EastEnders scriptwriter Tony Jordan. The character is based on Jordan himself. Jordan has commented, "Alfie is basically me—a Jack The Lad in jeans, cowboy boots and dodgy shirts who wears his heart on his sleeve." Julia Crampsie, the BBC's casting executive, recommended that Shane Richie be considered for the role. The decision was made following the resignation from the show of Barbara Windsor, who played Peggy Mitchell, which left what executive producer Bryan Kirkwood described as a "hole" in the programme. Kirkwood decided that the time was right for Kat and Alfie to return, saying that they "very much herald the new era of EastEnders." Richie had ruled out a return in 2009, saying that the show had moved on from his character and he felt he did not have the energy to be in such a "full-on" show again. Richie commented on his return: "It's an honour and a privilege to be asked back to the iconic series of EastEnders which is at the top of its game! I'm looking forward to finding out what Alfie has been up to over the last few years but more importantly—what the future has in store for him." John Yorke, controller of BBC drama production, said: "Alfie is one of EastEnders most loved and iconic characters, so he's bound to get a very warm welcome from viewers when he returns to Walford. We've had so many new and interesting characters settle into Albert Square since Alfie departed that it's going to make for fantastic viewing when one of the show's most familiar faces rides back into the East End." Controller of BBC drama production John Yorke predicted that their return would make "fantastic viewing", given the wealth of new characters introduced since their departure. Wallace and Richie were the first cast members signed by new executive producer Bryan Kirkwood.
The plot saw Alfie and Kat regaining control of The Queen Victoria public house after it burned down, and Kat returning to Walford pregnant, with some public suspicions about the paternity of her child. To promote the characters' return, the BBC released a trailer across the BBC network in September 2010. The western-themed trailer sees Kat outside of The Queen Victoria, with various characters looking on and Kat saying "Where d'ya get a drink around 'ere?" with Alfie replying "I think you're gonna' need one." The advertisement uses the tag line "It's all kicking off in the square". The return, in September 2010, drew 9.22 million viewers and 37.7% of the total TV viewing audience. Kat returned on 17 September 2010, and Alfie followed on 21 September.
Talking to What's on TV, Wallace commented on Kat's reunion with Alfie. She said: "She punches him! Alfie has come looking for her and hasn't seen her for months. He keeps saying to her 'You're fat' and she says 'I'm not fat. I'm pregnant!' Then she says, 'Don't worry Alfie, it ain't yours'. She's peed off with him. He's been in prison and she's had to survive on her own pregnant. But she loves him unconditionally. No matter what they do, they will always end up together. She wants stability... a future for the baby and her. She sets him this challenge and he buys it."
Baby swap
Richie revealed in an interview with This Morning that Kat and Alfie would be involved in an ongoing storyline, which he said is "going to be the biggest soap story in probably the history of soaps." At the end of 2010, Kat and Ronnie both give birth on the same day, but Ronnie's baby, James, dies and while Kat is in hospital and her baby, Tommy, is unattended, Ronnie swaps the infants. The storyline received over 6,000 complaints, making it the second most complained about EastEnders storyline. It was then decided to end the storyline earlier than originally planned. It was reported by the Daily Star Sunday that Ronnie experiences a change of heart after visiting relatives in hospital and seeing the midwife who delivered her son. An EastEnders spokesperson said, "We do not comment on future storylines but we have always said Ronnie will do the right thing and Tommy will be reunited with Kat." Wallace revealed that she doesn't regret her involvement of the baby-swap storyline, saying that she was "just doing her job". Wallace told Bang Showbiz: "I stand by it. We're actors at the end of the day, we do our job and then we go home. It's drama, that's it." Speaking on This Morning, Martin commented: "I'm one of those actors—I don't know how many others do it—but when I get the scripts, I only read my bits. So I looked [and saw], 'Charlie leaves his grandson upstairs, goes downstairs, gets on the drink, gets drunk—the baby's dead'. So that's terrible guilt obviously – because I feel as though it's my fault that he's died. I was surprised when I saw the story come out—because I don't read the others' [lines]—that it was a baby swap." She commented: "I thought it was implausible. Most women who lose a child would not go out and abduct one," she told The Mirror. "But Ronnie is a soap character and she is not necessarily representing real life. Soap is based on controversy and sensationalism because bosses are trying to get high ratings and they can't write things like 'Ronnie had a cup of tea'. Otherwise people wouldn't watch it." Marsh wrote in her magazine section: "Last week, EastEnders was cleared of wrongdoing by Ofcom, the media regulator, over its baby swap storyline, and I think that's the right decision. It's just a storyline, like any other. I understand why people got upset about it, but no-one meant to upset anybody. Soaps are supposed to portray real life to a certain extent, but it's meant to be high drama for entertainment purposes. I mean, how many murders can you have in one square? There's a nod to real life but, for the most part, soaps help take people out of the real world." A show insider later confirmed that Kat would be left with burn injuries following the fire, sparking a new story for the character. On 4 September 2014, it was announced that Alfie would set fire to the house in an insurance scam after encountering financial problems. The story was scheduled as part of the show's "dramatic September storylines" and was billed as "classic EastEnders" by executive producer Dominic Treadwell-Collins. Alfie sets the house alight unaware that Kat is inside, but when he realises, he rushes back home to save her, just as the house explodes. Treadwell-Collins commented, "Bombs that we have been carefully planting over the last few months are about to explode all over the Square as some of our most iconic characters' lives change forever." He added that Alfie does not view his actions as arson, commenting, "Arson is a big word and that's not how Alfie looks at it." The actor enjoyed working with the stunt double and thought they looked alike. Originally named Redwater, the show was eventually branded Kat & Alfie: Redwater. The characters depart EastEnders to appear in the show, but Treadwell-Collins claimed that their exit from the main show would be "worth the wait". As a primarily standalone drama, it features new characters and is not solely focused on Kat and Alfie's stories. After discussing how to spend the money, Kat confesses that she wants to leave Walford for pastures new. They consider joining Spencer in Australia, but settle on returning to Spain. Richie told Daniel Kilkelly (Digital Spy) that Kat and Alfie are "really excited" about moving and the decision is well received by their friends and family. He added that during the return, Kat would learn about her son, sparking the reason behind Redwater. Alfie then departs with Kat in episode 5217, first broadcast on 25 January 2016. Appearing on This Morning, Richie confirmed that he and Wallace would not return to EastEnders following Redwater.
Richie filmed Redwater between April and August 2016. The drama premiered in May 2017, running for six episodes until 22 June. Alfie's ill health is revisited in Redwater. Richie explained that he enters a downward spiral during the series as he "comes to term with the fact that he may die". He praised the writing of the story and wanted the audience to sympathise with Alfie.
Returns (2018)
In January 2018, Richie confirmed that he had been invited back to EastEnders but declined the offer in favour of a break from television. A show spokesperson explained that the option to return would be available for Richie and producers were prepared to wait until he was ready to commit to filming.
It was reported in March 2018 that Richie would reprise his role, although the show's publicity team declined to comment on the reports. Alfie made an unannounced return to the soap in episode 5712, first broadcast on 24 May 2018, when he meets up with Kat's cousin Hayley Slater (Katie Jarvis) in a hotel room. Following this, it was confirmed Richie had returned for two episodes, although the actor expected Alfie to return again. Richie was invited back to the soap by executive consultant John Yorke as part of his plans to rebuild the Slater family. The show's production team went to extreme lengths to maintain the secrecy of Alfie's return by using code names, censoring scripts and transporting Richie into the studios using cars with blacked out windows. Speaking to Hayley, Alfie demands that she terminate the pregnancy. Alfie returns after contacting Kat and surprises her in person. Their reunion was billed as "explosive". Producers decided to make Alfie and Hayley's story about the paternity of Cherry Slater the focus of the Christmas episodes. It was reported that the episodes would feature "some 'classic' Slater scenes". The show's publicity team teased that "at least one person is left with blood on their hands".
Writers created a twist in the show's Christmas episode when Hayley pushes Alfie down the stairs, causing him to bang his head, after the truth about Cherry's father is exposed. Prior to the attack, Alfie "[unleashes] an epic rant about the Slater women". Kilkelly (Digital Spy) theorised that could be a "typical soapy tactic" to make the audience dislike him before an exit. Alfie survives his fall and takes a more active role in Cherry's life. Struggling financially, Alfie secures a loan from Phil Mitchell (Steve McFadden) but soon disappears. This marks Richie's departure from the soap and Alfie departs in episode 5855, broadcast on 22 January 2019. Executive producer Kate Oates praised the actor for creating "such an icon in Alfie" and for his leading performance at Christmas. Oates wanted to explore a fresh direction for Kat, but did not rule a future return for Alfie. Alfie's return sparks trouble for Kat's new relationship with Phil Mitchell. The actor was invited back to the soap by new executive producer Chris Clenshaw, who created "some wonderful storylines" for the character. Richie makes a cameo appearance in episode 6519, broadcast on 12 July 2022, when he speaks to Tommy over a video call. However, their relationship appears fraught, causing Tommy to seek comfort from Phil instead. His return scenes were previewed in a show trailer for September 2022.
Prostate cancer
In August 2023, it was reported that Alfie would be diagnosed with prostate cancer in an upcoming storyline, with EastEnders working closely with Prostate Cancer UK, Macmillan Cancer Support and other experts in the field to portray the illness accurately. Discussing the storyline, executive producer Chris Clenshaw said: "When we first embarked on this storyline we knew it was imperative that we worked alongside Prostate Cancer UK and Macmillan Cancer Support to take on and accurately portray such an emotional and pivotal storyline for Alfie, and one that many viewers may relate to. Shane has thoughtfully portrayed the realities of being diagnosed with prostate cancer with grace and understanding. We hope that this storyline resonates with the audience, and that we represent it as sensitively, and as accurately as possible".
Amy Rylance, from Prostate Cancer UK, made the statement: "It's been a pleasure working alongside EastEnders on their prostate cancer storyline, and we salute the BBC for approaching Prostate Cancer UK to ensure the narrative is as close to real life as possible. Every man's experience of prostate cancer is unique, and it's so important for viewers to be given accurate information about the disease. It's been a privilege to provide insight into Alfie Moon's journey with prostate cancer, ensuring an authentic story is told every step of the way. Introducing Shane to one of our supporters affected by prostate cancer gave him the opportunity to understand what it's like to experience the disease first-hand". Dany Bell, from Macmillan Cancer Support, added: "Storylines like Alfie's play a vital role in helping to raise awareness of the signs and symptoms of prostate cancer and the impact a cancer diagnosis can have on individuals and their families. We also know that men can often find it difficult to talk about cancer, to protect the people around them or simply wanting to stay strong. We hope that seeing a character like Alfie go through this experience will help open up these vital conversations and highlight the array of support that's out there". with nominations in 2004 and 2005. He was nominated in the "Best Newcomer" and "Best Comedy Performance" categories at The British Soap Awards in 2003, along with nominations for "Best Comedy Performance" and "Best On-Screen Partnership" (shared with Wallace). He also won "Best Actor" in 2005, and was nominated in 2006, He was further nominated in 2011 for "Best Actor". Richie won "Funniest Character", "Sexiest Male" and "Best Newcomer" at the 2003 Inside Soap Awards and Richie, Wallace and Parker won the award for "Best Family". Richie and Wallace won "Best Couple" in the 2004 Inside Soap Awards and Richie, Wallace, Parker and Braid won the accolade for "Best Family" for the second year. He was shortlisted in the "Best Actor" category at the 2012 Inside Soap Awards and was shortlisted for the "Funniest Male" accolade in the 2014 Inside Soap Awards. At the TV Quick Awards, he was awarded "Best Soap Newcomer" in 2003, and "Best Soap Actor" in 2004 and 2005. In 2004, he won a Rose d'Or for "Best Performance in a Soap". In 2020, Sara Wallis and Ian Hyland from The Daily Mirror placed Alfie 13th on their ranked list of the best EastEnders characters of all time, writing that "Some viewers thought it was crazy to cast Shane Richie in a serious drama but, thanks to Alfie's enduring double act with Kat (Jessie Wallace), the former game show host proved them all wrong", although joked that Alfie has a "Terrible taste in shirts". In a 2021 Radio Times poll, Alfie was voted as the eighth best "soap pub landlord", receiving 5% of the votes.