Method and apparatus for control of the temperature of a thermal printing device. Thermoelectric heat pumps are used to cool a thermal print head which does not cool between cycles sufficiently below the threshold temperature for the thermal paper or thermal transfer ribbon being used, due to heat build-up, particularly during high-speed operation. A sensed thermal print head temperature is digitized and compared to a reference temperature for a determination of whether or not operation of the heat pumps should be initiated or halted.