Mounted Memories and Schwartz Sports Sign Exclusive Deal with Superstar Bears Linebacker Brian Urlacher

Business Wire, Oct 11, 2007

PLANTATION, Fla. -- Dreams, Inc. (AMEX:DRJ), a vertically integrated leader in the licensed sports products industry, announced that Mounted Memories, its wholly-owned memorabilia division and the recently acquired Schwartz Sports firm, have signed a multi-year exclusive deal with Brian Urlacher, the high-profile linebacker for the NFC Champion Chicago Bears.

"Brian Urlacher is one of the most talented linebackers in the NFL today, and has had a significant impact on the Bears organization," said Mitch Adelstein, President of Mounted Memories. "Between our exclusive relationships with Brian and Peyton Manning, we are lucky to have two of the most marketable players in the game today."

As part of the deal, Urlacher will autograph jerseys, footballs and other memorabilia and make selected appearances, including the Chicago Sun-Times Sports Collectible Show in November, Dreams' latest acquisition. In addition, Mounted Memories will leverage its exclusive relationship with Urlacher to create unique products with NFL Hall of Famer Dick Butkus, another Dreams exclusive.

"Mounted Memories and Schwartz Sports are the premier brands in the memorabilia industry," said Brian Schwartz, President of Schwartz Sports. "This is a formidable team to control the autograph of one of the greatest athletes of our time. The synergy between our team and Urlacher - one of today's leading athletes - creates the perfect fit."

Urlacher, who has spent his entire career with the Chicago Bears, is considered one of the best defensive players in the NFL, winning the NFL Defensive Rookie of the Year Award in 2000 and the NFL Defensive Player of the Year Award in 2004, becoming only the fifth player in NFL history to win both awards. So far this season, Urlacher has had 37 tackles, one interception and three sacks.

DREAMS, INC. trades under the ticker symbol: AMEX:DRJ

www.dreamscorp.com

Statements contained in this press release, which are not historical facts, are forward looking statements. The forward-looking statements in this press release are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements made herein contain a number of risks and uncertainties that could cause actual results to differ materially. These risks and uncertainties include, but are not limited to, specific factors impacting the Company's business including increased competition; the ability of the company to expand its operations and attract and retain qualified personnel, the uncertainty of consumer's desires for sports and celebrity memorabilia; the availability of product; availability of financing; the ability to sell additional franchises; and general economic conditions.