Black Sabbath – reward for boys’ achievements

April 14, 2009

So, if you’re not giving away distressed Black Sabbath t-shirts, how can you be sure you’re reaching the teenaged boys in your classroom?

Ms. Peña, a Disney researcher with a background in the casino industry, zeroed in on a ratty rock ’n’ roll T-shirt. Black Sabbath?

“Wearing it makes me feel like I’m going to an R-rated movie,” said Dean, a shy redhead whose parents asked that he be identified only by first name.

Jackpot.

Ms. Peña and her team of anthropologists have spent 18 months peering inside the heads of incommunicative boys in search of just that kind of psychological nugget. Disney is relying on her insights to create new entertainment for boys 6 to 14, a group that Disney used to own way back in the days of “Davy Crockett” but that has wandered in the age of more girl-friendly Disney fare like “Hannah Montana.”

What if you could make algebra 2 or world history feel like going to an R-rated movie?


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