An apparatus including a revolving roll for applying to a sheet of a first material continuously moving in a first direction at least one discrete length of a second material with the length of the discrete length at an angle to the first direction. The discrete length is cut from a continuous ribbon on the revolving roll, rotated by the revolving roll to a desired orientation and transferred from the revolving roll to the sheet. The apparatus includes the revolving roll, at least one rotatable platen on, and revolvable with the revolvable roll, a feeding apparatus for feeding the continuous ribbon to circumferential engagement with the revolving roll, a cutting roll and an applicator roll revolving in synchronizm with the revolving roll. The cutting roll has at least one cutting blade which cuts the ribbon at a cutting surface or anvil on the rotatable platen. The applicator roll, disposed on an opposite side of the sheet, has at least one striking member which strikes the sheet at an area on which the discrete length is to be transferred.