A feed path (102) for transporting a button body (70) with the front face of a buttonhead facing upward is disposed between a trough (103), which is formed longitudinally on an underside of an upper member (100) and has a receiving surface on one side for receiving a part of the periphery of the buttonhead (74), and a pressuring surface (113, 117) of a lower member (110), which faces the receiving surface and is urged resiliently upward. According to a preferable embodiment, the pressuring surfce (117) is inclined relatively downward and away from the periphery of a rear face of the buttonhead (74) and has a recess (118) in its side to allow a tongue (75) to rotate. While the button body (70) is pushed by a pusher (30) along the feed path (102), a part of the periphery of the buttonhead (74) is pressed by the pressuring surface (113, 117). Accordingly, friction force is increased there to facilitate that the button body (90) can be transported while it rotates about its axis. In this case, the tongue (75) is also transported while it rotates in the recess freely without interference of an edge (114) of the pressuring surfce (113, 117).