DREAMS, INC. ANNOUNCES NEW ALLIANCE WITH SEARS!
Agreement makes Dreams key vendor in Sears marketplace

PLANTATION, FL: October 4, 2010: Dreams, Inc. (NYSE Amex: DRJ) the vertically integrated leader in the licensed sports products industry, announced another major agreement today, this time with Sears, one of the nation's largest and oldest retailers. This new initiative approves Dreams as a key vendor for the Sears marketplace, an innovative on-line community, and by doing so, allows Dreams to offer a wide array of licensed team merchandise including hard goods and soft goods to Sears' customers. The deal becomes effective fourth quarter of 2010.

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.