World Emblem Launches Custom Genie and Brings Operations Back to Georgia

Promotional-product leader combines three brands and brings manufacturing back to Norcross, Georgia

World Emblem has unveiled Custom Genie—a unified brand for stickers, pens and name badges—and will consolidate operations at its Norcross, Georgia location to enhance delivery and customer experience.

World Emblem, the world’s largest manufacturer of emblems and patches, announced the launch of Custom Genie—a single brand offering custom stickers, labels, pens, pencils, name badges and other promotional items. This new brand is backed by a cutting-edge website designed to deliver an enhanced user experience.

Custom Genie integrates the operations of World Emblem’s brands Stickers International, Fast Pens International and Name Badges International into one unified entity. The consolidated business is expected to manufacture nearly 2 million products annually for clients throughout North America. As part of the restructuring, World Emblem has reshored all Custom Genie roles to its facility in Norcross, Georgia, enabling more flexible shipping, improved package tracking and faster delivery times.

“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 Randy Carr, CEO of World Emblem. “Furthermore, 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.”

Stickers International offers a wide range of stickers and labels to clients across industries such as hospitality, retail, professional services, medical offices and travel. Fast Pens International supplies pens, pencils, notebooks and other writing tools to sectors including hospitality, retail and education. Name Badges International specialises in custom name badges made of polished metal or injection-moulded plastic for durability.

“Our customers are asking for a holistic, easy, and fast solution for promotional items to help bring their brands to life. With Custom Genie, we are replacing three separate sites with a new website that will provide improved design tools utilising AI, simpler reordering, more payment and shipping options, better delivery notifications, and more products available for sale,” said Oz Barhama, Brand Manager of Custom Genie and Senior Director of Ecommerce at World Emblem.

World Emblem also recently announced plans to reshore 50 jobs to its new factory in Houston opening in December. The company has 1,200 employees and operates 1 million square feet of manufacturing space across plants in the United States, Mexico and Canada.