ABC has only aired two episodes of Once Upon a Time… But the network has given the insta-hit show—starring Puerto Rican-American actress Lana Parrilla—a full-season pickup…

Once—a fairy tale drama about a group of fairy-tale characters trapped in a New England town—is the highest-rated new drama of the fall, averaging 12.3 million viewers and a strong 4.0 rating in the crucial Adults 18-49 demographic. And the show seems to be holding up well, despite stiff competition from NFL football and more.

So what’s the key to the show’s success? Experts credit the series’ originality and family-friendly feel. By tapping into a family audience with its fanciful tale of a prince, a lonely adopted boy and Parrilla’s oh-so-evil queen, Once seems to be filling a void in primetime television. It’s a tale of good and evil, involving more than poisoned apples and sleeping curses. The fairy tale characters have been banished to live in the “real world” by the Evil Queen with no idea of their true identities.

Along with scene-stealer Parrilla as the Evil Queen and conniving town mayor Regina Mills, Once stars Ginnifer Goodwin as Snow White/Mary Margaret Blanchard, Jennifer Morrison as Emma Swan, Robert Carlyle as Rumpelstiltskin/Mr. Gold.

Parrilla doesn’t see her character as being that cruel or evil…

“As Regina, I come from a place of love, really, and fear of losing a son, and the threat posed by Emma Swan coming into this town. Sometimes, when you’re faced with that kind of threat, it doesn’t bring out the best in someone,” explains Parrilla. “She feels this kind of possession over Henry, and she really wants him to love her. But he hates her. He just hates her. And we’ll get into why, further down the road.”

And now that Once has been picked up for a full season, it looks like we’ll get the full story as the show progresses. And that’s a happily ever after the show’s growing fan base can really appreciate!

Once Upon a Time airs Sundays on ABC at 8:00 pm ET.

Images courtesy of ABC.