Risperdal is a billion-dollar antipsychotic medicine with real benefits - and a few unfortunate side effects. It can cause strokes among the elderly. And it can cause boys to grow large, pendulous breasts; one boy developed a 46DD bust. Yet Johnson & Johnson marketed Risperdal aggressively to the elderly and to boys while allegedly manipulating and hiding the data about breast development. J&J got caught, pleaded guilty to a crime and has paid more than $2 billion in penalties and settlements. But that pales next to some $30 billion in sales of Risperdal around the world. In 1994, J&J released Risperdal. The Food and Drug Administration said it ... was effective primarily for schizophrenia in adults. That's a small market. So J&J reinvented Risperdal as a drug for a broad range of problems, targeting everyone from seniors with dementia to children with autism. The company also turned to corporate welfare: It paid doctors and others consulting fees and successfully lobbied for Texas to adopt Risperdal in place of generics. Even though Risperdal wasn't approved for the elderly, J&J formed a sales force called ElderCare. The F.D.A. protested and noted that there were "an excess number of deaths" among the elderly who took the drug. At the same time, J&J ... began peddling the drug to pediatricians, so that by 2000, more than one-fifth of Risperdal was going to children and adolescents. In 2003, the company had a "back to school" marketing campaign for Risperdal. By 2004 Risperdal was a $3-billion-a-year drug.