Dreams, Inc. (NYSE AMEX:DRJ), the vertically integrated leader in the licensed sports products industry, announced that is has partnered with NCAA Football, the collective voice of college football, to launch the organization’s new e-commerce site, store.NCAAFootball.com.

“This is a wonderful partnership and we are so pleased to be working with the talented team at Dreams Retail,” said David Bertram, Vice President and Executive Director of NCAA Football. “We are excited to incorporate the company’s powerful e-commerce expertise and unparalleled passion for this business to offer college football fans an unmatched assortment of NCAA Football merchandise and drive our online business to new heights.”

The association with NCAA Football signifies Dreams, Inc.’s entrée into web syndication with the college market. This venture follows on the success of other top-tier clients including the Philadelphia Eagles, AOL, USA Today and Sporting News.

“This is an exciting new alliance, and we are thrilled to be working closely with the professionals at NCAA Football,” said Kevin Bates, Dreams Retail President and FansEdge Founder. “We are confident that our e-commerce technology, coupled with our online marketing and cataloging expertise, will give college football fans across the country – and across the globe – a nearly unlimited selection of outstanding memorabilia and apparel. And, our superior customer service and same day shipping result in a great customer experience.”

The site offers an exhaustive variety of items from sweatshirts, jerseys, caps and footwear to tailgating necessities including yard signs, grill covers and towels. There are home décor items such as blankets and bedding, clocks and computer accessories all with the college team-of-choice logo. Of course, there is also one of a kind memorabilia, including authentic autographed balls, photographs and jerseys.

About NCAA Football

NCAA Football USA, Inc. represents a coalition of the American Football Coaches Association (AFCA), the Collegiate Commissioners Association (CCA), the Football Bowl Association (FBA), the National Association of Collegiate Directors of Athletics (NACDA), the National Collegiate Athletics Association (NCAA) and the National Football Foundation (NFF) and serves as the collective voice to promote college football. Visit www.NCAAFootball.com for more information.

Dreams, Inc. is a 29-year old vertically integrated sports memorabilia and licensed products firm. It is the parent, public holding company of several operating divisions with some of the strongest and most recognized brands in the field. They include:

Mounted Memories http://www.dreamscorp.com/mountedmemories.htm,

Field of Dreams® http://www.dreamscorp.com/fieldofdreams.htm,

FansEdge® http://www.dreamscorp.com/fansedge.htm,

Pro Sports Memorabilia http://www.dreamscorp.com/prosportsmemorabilia.htm,

The Greene Organization http://www.dreamscorp.com/greeneorganization.htm,

Stars Live 365 http://www.dreamscorp.com/starslive365.htm.

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. 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 Comerica 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.