Exhibit 99

      Saks Department Store Group and the Middleton Doll Company

            Announce Newborn Nursery Exclusivity Agreement

    PEWAUKEE, Wis.--(BUSINESS WIRE)--Feb. 1, 2005--Saks Department

Store Group ("SDSG") and The Middleton Doll Company (OTCBB:DOLL) today

announced an agreement giving SDSG the exclusive rights to offer The

Middleton Doll Company's Newborn Nursery(R) Adoption Centers within

its market territories.

    The Middleton Doll Company's goal is to expand the unique Newborn

Nursery Adoption Center concept to 100 boutiques within SDSG stores

over a three-year period. Fifteen Newborn Nursery boutiques are in

development for spring 2005, with a total of 40 new location openings

planned by the end of 2005. SDSG began testing the concept with the

opening of three Newborn Nursery boutiques in mid-2004. The success of

those locations led to the expansion into five additional SDSG stores

by the end of 2004.

    George Jones, President and CEO of SDSG, said, "The Middleton Doll

Newborn Nursery is truly a unique concept. Adding the boutiques to our

stores is consistent with SDSG's strategic direction of offering

differentiated merchandise to our customers and making our stores more

exciting places to shop. Mothers and daughters alike love the dolls

and the interactivity of the entire newborn adoption center

experience."

    A Newborn Nursery baby doll adoption is a heartwarming experie