The sheet-like rubber forming device has a die body which has an opening having a predetermined cross sectional shape, and a variable die lip which is arranged in a front side of the die body and can change the height of the opening. The variable die lip is constructed by a first movable body and a second movable body. The die lip control unit controls the variable die lip so as to drive the first movable body in an opening direction from a state in which the first movable body and the second movable body are closed when the forming is started, hold the positions of the first movable body and the second movable body after reaching a predetermined height, and drive the second movable body in a closing direction when the forming is finished.