Hollyoaks is a long-running Channel 4 soap opera in the United Kingdom. This is a list of characters who first appeared on the programme during 2010, listed in order of their first appearance. In January 2010, it was announced that Paul Marquess would be taking over the role of series producer from Lucy Allan, who had been with the show for one year. Marquess fully took control on 17 January 2010, onwards. March saw the introduction of Jem Costello, a new love interest for Gilly Roach. The character of Eva Strong was introduced in April as the biological mother of Anita Roy, and Texas Longford joined Hollyoaks in May. Marquess' first major casting was former Footballers Wives actress Phina Oruche in the role of Gabby Sharpe along with her children Amber and Taylor and husband Phil, all of whom appeared in June. In July, the Costellos became the second family of the year to be introduced, consisting of Carl and Heidi Costello and their sons Seth and Riley. July also saw the arrivals of Heidi's cousin Mitzeee Minniver and student Kevin Smith. Three characters joined in August: Jasmine Costello, Heidi and Carl's daughter; Bart McQueen, a member of the long-established McQueen family; and Brendan Brady, Cheryl Brady's half-brother. In September, the O'Connors were introduced, with daughter Sinead, son Finn, stepmother Diane and father Rob, and new students Leanne Holiday, Jamil Fadel and Doug Carter. London West End star Darren Day joined the cast in October, playing Danny Houston.