Abstract: A decal transfer press for transferring thermally transferable images from paper backings to cloth articles such as T-shirts has an upper platen which is motor driven into pressure engagement with a lower platen when an operator depresses a control lever after initiating a brief start-up interval during which a heater of low thermal mass fastened to the underside of the upper platen attains a preset decal applying temperature. The upper platen is automatically stopped in the down position by deenergizing its drive motor when the pressure the upper platen applies to the lower platen, as manifested by the drive motor armature current, exceeds a preset amount.