The first part is a pattern roller, which is a 6-inch wide rubber roller having a raised pattern (they have quite a few patterns to choose from) embossed on its surface. The second part is an applicator which consists of a frame, a handle, and a special foam feeder roller. We're on the fence about it. Mainly because we can't imagine having the patience to get the lines straight. But we do like the idea. The pattern rollers are $59 and the applicators are $19.95.
More information available here.