News October 30, 2025
World Emblem Restructures Into Unified Promo Brand Custom Genie
The move, which will see Custom Genie’s production headquarters in Georgia, is the latest of the Counselor Top 40 supplier’s efforts to emphasize domestic production amid the tariff shuffle.
Key Takeaways
• Counselor Top 40 supplier World Emblem (asi/98264) is consolidating its promotional product brands under a new unified name, Custom Genie, and reshoring operations to Norcross, GA.
• The restructuring includes bringing Stickers International, Fast Pens International and Name Badges International under one umbrella, with plans to manufacture nearly 2 million products annually.
• CEO Randy Carr emphasized that reshoring efforts align with the company’s cost-cutting strategy in the wake of tariffs and enhances customer service through faster delivery, better tracking and expanded product offerings.
Randy Carr hasn’t been shy about the impact President Trump’s tariffs have had on his business this year.
“It’s been one diversion or catastrophic event after another,” the CEO of Counselor Top 40 supplier World Emblem (asi/98264) told ASI Media on an episode of Promo Insiders last spring. “I can’t say any of this has been entertaining at all.”
Now, Carr and his team are taking additional steps to protect themselves from the impact of tariffs. The patch and emblem manufacturer announced a restructuring that will consolidate all promo products into a single unified brand called Custom Genie and reshore operations for the company’s promo arm to Norcross, Georgia.
“We are committed to continue growing our U.S. manufacturing base, which will not only help us reduce tariff costs and improve supply chain efficiency but also enhance our ability to provide same-day production and delivery to clients.” Randy Carr, World Emblem (asi/98264)
World Emblem brands including Stickers International, Fast Pens International and Name Badges International will all now fall under the Custom Genie umbrella. The combined company will manufacture close to 2 million products per year, according to a press release.
“Reshoring jobs to the U.S. and unifying the operations of Stickers International, Fast Pens and Name Badges International under the Custom Genie brand and website will enable us to increase our product categories, improve the customer experience and make our operations more efficient,” said Carr, who debuted on Counselor’s Power 50 list of the most influential people in promo this year. “We believe the enhanced delivery options available through our Georgia facility will lead to improved customer satisfaction along with significant cost savings for our company.”
The move to domestic production aligns with the company’s overall strategy to cut costs associated with tariffs on foreign goods. In May, Carr discussed plans to reshore operations to the U.S., Canada and Mexico to take full advantage of privileges under the U.S.-Mexico-Canada Agreement, which supports duty-free access to Canadian and Mexican markets for some goods.
This isn’t the first shift into North American production for World Emblem. In June, the supplier announced plans to open a new factory in Houston, TX, reshoring 50 positions from China and adding up to 100 other roles. It also operates a facility in Upland, CA.
“We are committed to continue growing our U.S. manufacturing base, which will not only help us reduce tariff costs and improve supply chain efficiency but also enhance our ability to provide same-day production and delivery to clients,” Carr said when he announced the Houston facility opening.
Based on estimated 2024 North American promotional product revenue of $145 million, World Emblem ranked 12th on Counselor’s most recent list of the largest suppliers in the industry.