Michael J. Fox almost fired from Family Ties role—a scenario that could have changed television history—when NBC executive Brandon Tartikoff questioned whether Fox’s appeal could carry merchandising, revealing deep doubts about Fox’s potential as Alex Keaton. The decision, made in Hollywood in the early 1980s, would ultimately be overturned, shaping both Fox’s career and the legacy of Family Ties.
Uncertainty Surrounded the Casting of Alex Keaton
Brandon Tartikoff, a notable force behind shows like Cheers and The Fresh Prince of Bel-Air, played a pivotal role in bringing Family Ties to NBC. The series, which spanned seven seasons, centered on the Keaton family, with parents Michael Gross and Meredith Baxter transitioning from a 1960s counterculture background to 1980s conservatism. Their son, Alex, a young Republican depicted by Michael J. Fox, became an iconic character—one that nearly belonged to someone else.
When the show was in development, Fox had only limited television and film experience, such as roles in Teachers Only and Midnight Madness. Despite sensing an opportunity, Fox’s position was far from secure at the outset. For a brief period, it looked as if his tenure on Family Ties would be cut short before it began.
“I knew there was something special there,”
Fox told Parade in 2012.
“I wasn’t the featured character in the pilot, but my stuff all seemed to work. But when we had a pickup order for the first season, [network executive] Brandon Tartikoff wanted to fire me. He said, ‘I love the show, you’ve just got to get rid of the kid. I can’t see that face on a lunchbox.’”
—Michael J. Fox, Actor
This recommendation, however, was ultimately set aside, allowing Fox to continue as Alex Keaton.
Fox’s Playful Response to Executive Doubt
After Family Ties became a success, and Fox’s role in Back to the Future further elevated his fame, he addressed Tartikoff’s early misgivings in a memorable way.
“Years later, when Back to the Future hit and Family Ties was the number two show on TV, I made Brandon a lunchbox with my picture on it, and I wrote, ‘This is for you to put your crow in. Love, me.’”
—Michael J. Fox, Actor
The gesture was well received; Tartikoff is remembered for his graciousness in the face of the joke.
“Brandon turned out to be a good friend and a great guy,”
Fox said.
“He kept that on his desk until the day he died.”
—Michael J. Fox, Actor
Behind-the-Scenes: Creators Debated the Perfect Alex
Brandon Tartikoff was not the only one who initially doubted Michael J. Fox’s fit for the show. Gary David Goldberg, the creator of Family Ties, also had reservations about casting Fox in the lead role of Alex Keaton.
“When we cast Michael Fox, I didn’t want him.”
—Gary David Goldberg, Series Creator
Goldberg confessed that his original choice was another rising star found by casting director Judith Weiner.
“We had an extremely talented casting director, Judith Weiner… and she had found this young guy in New York, never acted before, Matthew Broderick,”
Goldberg said.
“So Matthew was the first one to read for Family Ties for the part of Alex and I said what any normal producer would say, ‘Yes, get him a pen, let’s make a deal.’ And then that deal fell through.”
—Gary David Goldberg, Series Creator
Matthew Broderick, despite auditioning first, declined the part as he did not wish to leave New York for California, leaving a vacancy for someone else to step in. Fox, as the next candidate, did not immediately impress Goldberg.
“Mike is such a gifted actor that he could make his choices very specific, and he could play any role any way and he had made a very specific choice that day in the room at Paramount to play the darker side of Alex Keaton and it didn’t work,”
Goldberg recalled.
“You have to believe me that it didn’t work. I said, ‘No.’”
—Gary David Goldberg, Series Creator
Weiner continued to encourage Goldberg to reconsider Fox. Although he was resistant, stating he was sure about the character, Goldberg eventually auditioned Fox a second time. This reading changed everything, and, with a touch of humor, Goldberg remarked to Weiner,
“This kid’s great, why didn’t you tell me about him?’”
—Gary David Goldberg, Series Creator
The Lasting Impact of That Casting Decision
Family Ties became a television mainstay, remaining popular throughout its seven-season run. The series’ unique take on generational values and political differences resonated with viewers, due in no small part to Fox’s portrayal of Alex Keaton. The character’s now-famous collection of Nixon and Buckley memorabilia was one of many memorable facets that contributed to the show’s lasting appeal.
Interestingly, despite the references and jokes about Family Ties merchandise, there is no evidence of an official lunchbox featuring the show. Searches uncovered no such item, only unofficial merchandise like T-shirts and fridge magnets that appear to be bootlegs rather than licensed products. In contrast, Back to the Future memorabilia, including lunchboxes, has become abundant.
There was, however, a 1986 tie-in novel, Family Ties: Alex Gets the Business, written by Joe Claro. A review noted that it does
“a fine job capturing the spirit, tone and humor of the television series.”
—Television Obscurities, Website Review
Claro, recognized for his contributions to movie novelizations such as Meatballs, Condorman, SpaceCamp, and Herbie Goes Bananas, represents a unique chapter in ancillary fiction, a sector now largely obsolete in the digital era.
Enduring Influence of Michael J. Fox’s Role
The story of Michael J. Fox almost losing the role in Family Ties reveals the fragile nature of casting decisions in Hollywood, where even future stars face uncertainties. Despite early resistance from both network executives and the show’s creator, Fox’s eventual casting became pivotal—helping launch his long, successful career and solidifying Family Ties as a major force in 1980s television. The episode also highlights the importance of creative risk-taking and second chances, with Fox’s talent converting skeptics and leaving a meaningful mark in television history.
