The disclosure relates to a machine for inserting one or a plurality of small low voltage conducting chips in the form of LED's or other circuit elements within apertures of planar circuit paths. A series of chips are serially arranged along a grooved path and are intermittently fed along the path by a sweep toward an insertion station where a pressure platen firmly holds a flexible circuit in a position to receive the chips. A manually rotatable crank operates a cam driven ram which urges a foremost chip into press fit relationship within an aperture of the flexible circuit. The cam also operates the sweep intermittently advancing the same to position an additional chip at the work station.