Abstract: This disclosure relates to a machine for transferring indicia, preferably decals, from a rolled carrier strip or web to a series of articles. The articles may have straight cylindrical sides like that of root beer mugs, they may have positive tapered sides such as tapered water glasses, or they may have negative tapered sides such as the upper part of stemmed wine glasses. A series of the decals are attached to the elongated web and are spaced a generally constant distance apart in the direction of the length of the web. The configuration of the decals corresponds to a flat layout of the outer surface of the articles being decorated. For a straight mug the decal is generally rectangular; for a glass having a positive taper the decal is curved in one direction; and for a glass having a negative taper the decal is curved in the other direction. The machine includes a mandrel that rotatably supports an article and a pressure mechanism for pressing the web and the decal against the article on the mandrel.