Family Forum / Parenting / Adoption / September 2004

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The Middleton Doll Company Expands Newborn Nursery Adoption Centers; New
centers to open in five additional Saks Incorporated stores

PEWAUKEE, Wis.--(BUSINESS WIRE)--Sept. 9, 2004--The Middleton Doll Company
(OTCBB:DOLL) today announced that its Lee Middleton Original Dolls subsidiary
will expand its Newborn Nursery(R) Adoption Centers into five additional Saks
Department Store Group locations. The new centers will be located in Parisian
stores in Rochester Hills, Mich. and Alpharetta, Ga., a McRae's store in
Sanford, Fla., a Carson Pirie Scott store in Lombard, Ill., and the Boston
Store at the Mayfair Shopping Center in Milwaukee. The new centers are
scheduled to open in September and October.

"Our Newborn Nursery Adoption Centers are receiving an excellent response from
customers. The expansion of this unique award-winning retail concept into
additional Saks Incorporated stores will enable many more young girls to
experience the 'adoption' of their very own lifelike baby doll in a simulated
hospital nursery setting," said George R. Schonath, president and chief
executive officer of The Middleton Doll Company.

With chubby cheeks, bright eyes, soft hair and an incredibly lifelike face, the
Newborn Nursery baby dolls are so realistic they look like a real baby. The
Newborn Nursery centers provide the perfect setting for the "adoption"
experience.

Once a young girl looks through the Newborn Nursery hospital viewing window and
selects her very own Newborn Nursery baby doll from a wide variety of hair,
skin and eye color combinations, a store associate dressed like a nurse helps
her complete official Newborn Nursery "adoption" papers. The parent-to-be must
promise to read stories to her new baby doll and take her to the park. And of
course, the parent-to-be can name her baby doll whatever she likes. Once the
"adoption" certificate is complete, the parent-to-be dons a hospital gown and
watches the "nurse" carefully carry her baby doll out of her crib to a changing
table for a baby doll check-up. The new parent-to-be is given careful
instructions on how to properly care for her baby doll while the "nurse" checks
the baby doll's "heartbeat" and powders the real diaper. Once the "nurse"
determines the baby doll is healthy enough to be "adopted," the parent-to-be is
able to hold her new baby doll for the first time.

The addition of the five new Newborn Nursery Adoption Centers increases the
total number of centers in Saks Department Store Group locations to eight.
Newborn Nursery centers are also located at a Parisian store in Birmingham,
Ala., a Proffitt's store in Chattanooga, Tenn., and a Younkers store in Des
Moines, Iowa. Lee Middleton Original Dolls first introduced the Newborn Nursery
Adoption Center concept at its factory store in Belpre, Ohio, and then expanded
the concept to a free-standing Newborn Nursery retail store in the Polaris
Fashion Place shopping mall in Columbus, Ohio. Additional Newborn Nursery
Adoption Centers are located in the company's factory store in Flatwoods,
W.Va., and at independent dealers throughout the country.

"The expansion of the Newborn Nursery Adoption Centers is an important
component of our strategy to increase sales of our Lee Middleton Original Dolls
subsidiary. We are pleased with the customer response to this creative concept
in the retail marketplace," said Schonath.

The Middleton Doll Company operates in two segments, consumer products and
financial services. The company's consumer products segment is comprised of Lee
Middleton Original Dolls, Inc., a designer, manufacturer and marketer of
lifelike collectible and play dolls, and License Products, Inc., a designer and
marketer of clocks and home decor products that are sold to major national
retailers. The company's financial services subsidiary is a real estate
investment trust (REIT).

This press release contains forward-looking statements within the meaning of
the Private Securities Litigation Reform Act of 1995 with respect to the
financial condition, results of operations, plans, objectives, future
performance and business of the Company. Forward-looking statements, which may
be based upon beliefs, expectations and assumptions of the Company's management
and on information currently available to management, are generally
identifiable by the use of words such as "believe," "expect," "anticipate,"
"plan," "intend," "estimate," "may," "will," "would," "could," "should," or
other similar expressions. Additionally, all statements in this document,
including forward-looking statements, speak only as of the date they are made,
and the Company undertakes no obligation to update any statement in light of
new information or future events. A number of factors, many of which are beyond
the ability of the Company to control or predict, could cause actual results to
differ materially from those in its forward-looking statements. Significant
risks and uncertainties include (i) the continuing effect of adverse economic
conditions and (ii) the effect of increasing competition in the collectible
doll market. Additional information concerning the Company and its business,
including factors that could materially affect the Company's financial results,
is included in the Company's filings with the Securities and Exchange
Commission.

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A good friend will come and bail you out of jail . . . but, a true friend will
be sitting next to you saying, "Damn . . . that was fun!"
-----Unknown