The Kansas City Chiefs have partnered with Dreams, Inc. (NYSE Amex: DRJ), a technology driven, multi-channel retailer focused on the licensed sports products industry, to re-launch the team's official Pro Shop Online. The site is designed to provide fans with an enhanced shopping experience and is available at shop.kcchiefs.com.

"Our decision to partner with Dreams is part of our ongoing effort to offer the best possible experience for our fans - both on game day and outside of Arrowhead Stadium," said Chiefs President Mark Donovan. "The new site features more product choices and a more seamless experience between the Pro Shop at Arrowhead and the Pro Shop Online."

The Chiefs and Dreams have launched a shopping experience with a wider selection of NFL Licensed products and the Pro Shop at Arrowhead will work in conjunction with the Pro Shop Online to handle customer returns, refunds or exchanges at no additional charge to the fan. Additionally, visitors to the Pro Shop Online will have the option to search and shop online for an expanded product offering.

"This revamped online platform incorporates our proprietary e-commerce technology which will provide Chiefs fans with a one-of-a-kind shopping experience," said Kevin Bates, president of Dreams' retail division. "Building upon other successful partnerships with NFL teams, we are confident the new site will deliver a broad portfolio of trend-specific merchandise."

About Dreams, Inc.

Dreams, Inc. (NYSE Amex: DRJ) is a technology driven, multi-channel retailer focused on the sports licensed products industry. For more information, please visit www.DreamsCorp.com.

Forward Looking Statements

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. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such statements are indicated by words or phrases such as "anticipates," "projects," "management believes," "Dreams believes," "intends," "expects," and similar words or phrases. Such factors include, among others, the following: competition; seasonality; success of operating initiatives; new product development and introduction schedules; acceptance of new product offerings; franchise sales; advertising and promotional efforts; adverse publicity; expansion of the franchise chain; availability, locations and terms of sites for franchise development; changes in business strategy or development plans; availability and terms of capital including the continuing availability of our credit facility with PNC Bank or a similar facility with another financial institution; labor and employee benefit costs; changes in government regulations; and other factors particular to the company.

Dreams, Inc.
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David M. Greene, 954-377-0002
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