FirsTime Design Limited, through its subsidiaries, designs, imports, and distributes home goods and other sleep environment products in the United States. It provides clocks, headboards, tables, lamps, armoires, and folding beds. It sells its products through various retailers, as well as through a network of e-commerce channels. The company was formerly known as The Middleton Doll Company. FirsTime Design Limited was founded in 1980 and is based in Pewaukee, Wisconsin.