Abstract: An apparatus for applying an embossing foil to a portion of flexible material comprises passing the material with the foil thereon over a substantial distance along a heated surface of a support member such as a roller. The material and the foil are jointly pressed against the heated surface of the support member, and thus against each other by a plurality of pressure rollers disposed at a spacing from each other along the heated surface. Apparatus for carrying out the invention comprises an array of pressure elements such as rollers such that the rollers can be applied against a support roller in a progressive mode of actuation starting from the center of the pressure roller array and moving outwardly towards the ends thereof. The support roller is driven by a variable drive means or an adjustable-torque slipping clutch.