Starting a new job at Google comes with more than just a fresh email address and a stack of onboarding documents. New employees, affectionately known as Nooglers, are welcomed with a set of gifts that have become almost as iconic as the company itself.

From the playful propeller hat to practical items like backpacks, notebooks, and mugs, Google’s new hire swag kit is designed to make day one feel special. It’s a mix of fun, function, and tradition that reflects the company’s culture of creativity and belonging.

In this article, we’ll unpack what makes the Google new hire swag so unique, highlight the most common items inside the kit, and explore why this tradition has become such an important part of the Noogler experience.

What is “Noogler Swag”?

When someone joins Google, they don’t just get a new job title: they get a new identity. Fresh hires are affectionately called Nooglers (short for “new Googler”), and part of that tradition is being welcomed with a set of gifts that are as quirky as they are practical.

The most famous piece, of course, is the Noogler hat, a brightly colored cap topped with a spinning propeller. It’s been around since the mid-2000s and shows up at orientation sessions, team photos, and even in remote onboarding kits shipped across the globe. Slip it on, and you’re instantly part of the story.

But the swag isn’t only about fun props. Alongside the hat, Nooglers often receive a laptop bag or backpack, notebooks, and pens for their first meetings, and small touches like sticker sheets that let them decorate their gear with Google’s playful branding. Depending on the region or the year, the kit might also include a water bottle or mug, a t-shirt or hoodie, or practical onboarding accessories like a lanyard and planner.

Every piece of the kit is designed to send a message: you belong here. From the iconic propeller hat to the everyday essentials, Noogler swag is Google’s way of turning day one into something memorable.

What are the most common items in Google’s new hire swag kit?

Google’s welcome kits aren’t just a box of freebies: they’re a mix of tradition, utility, and fun. Over the years, some items have become staples of the Noogler experience, while others rotate depending on the country or the season. Here are the pieces you’ll most often find when unboxing a Google welcome kits new hire swag kit:

1. Noogler Hat with Propeller

Nothing says “I just joined Google” quite like the Noogler hat. It’s colorful, a little silly, and instantly recognizable thanks to the tiny propeller on top. New hires often wear it proudly during their first orientation or in group photos. Even when onboarding is remote, Google makes sure the hat makes its way to new employees, sometimes arriving a few weeks later, but always worth the wait.

👉 Explore the PURE beanie 

2. Laptop Bag or Backpack

Alongside the playful hat, Nooglers get something a bit more practical: a sturdy laptop bag or backpack. It’s branded, functional, and built for the day-to-day routine of carrying tech essentials. For many, it becomes their go-to bag, whether commuting to the office or setting up a home workspace.

👉 Bellroy Classic 16" Computer Backpack

3. Notebooks and Pens

Old-school but timeless, branded notebooks and pens are a constant in Google’s kits. They’re especially handy during those first weeks, when new hires are jotting down notes from training sessions, introductions, or their very first project brainstorms. Many Nooglers keep them as little mementos even after they’re filled up.

👉 Explore the Pen Nfc Scribe

4. Sticker Sheets

If there’s one way to instantly personalize a company laptop, it’s with stickers. Google knows this, which is why they often include sticker sheets featuring logos, product icons, or fun doodles. Nooglers slap them on laptops, water bottles, or notebooks, a playful touch that sparks conversation and adds personality to everyday gear.

👉 Explore our Round Stickers

5. Mug, Water Bottle, or Tumbler

Staying hydrated (or caffeinated) is easier when your drinkware is branded with a Google logo. The exact item varies: sometimes it’s a stainless steel tumbler, other times a ceramic mug or reusable water bottle. Whatever the format, it’s one of the most useful pieces of swag, blending practicality with a subtle brand reminder.

👉 Explore the 16 Oz. Bistro Glossy Coffee Mug

6. T-Shirts or Hoodies

Apparel is another favorite. Nooglers often receive a t-shirt or hoodie that’s comfortable enough for everyday wear but still proudly displays the Google brand. The designs can change from year to year, which makes them feel a bit like collector’s items. Some employees even trade or compare theirs with colleagues from different offices.

👉 Explore the New Era Tri-Blend Hoodie

7. Onboarding Accessories

To round out the kit, Google often throws in smaller but useful accessories: things like lanyards, badge holders, planners, or tote bags. These may not be as iconic as the Noogler hat, but they help new hires settle into daily routines, whether that’s swiping into the office or carrying their gear to a team offsite.

👉 Explore the Payson Non-woven Mini Tote Bag

Why Google’s new hire swag matters

Google’s new hire swag isn’t just a box of freebies: it’s part of the onboarding experience and a powerful tool for culture-building. Here’s why it matters so much to Nooglers:

• Instant belonging: The Noogler hat may look quirky, but it’s a badge of identity. Wearing it during orientation or a first team meeting breaks the ice and makes new hires feel included right away.

• Practical support: Items like the backpack, notebook, or mug aren’t just branded gear: they’re tools that make the transition into work smoother and more comfortable.

• Personal expression: Sticker sheets and small accessories let employees add personality to their laptops, bottles, or desks. It’s a playful way to celebrate individuality while embracing the Google brand.

• Lasting connection: Many Googlers keep their swag for years as a reminder of where their journey began, turning what could be disposable merch into meaningful keepsakes.

In short, Google’s new hire swag combines fun, function, and tradition to create a sense of welcome that sticks long after day one.

How do Google’s new hire swag kits vary across regions and teams?

No two Noogler kits are exactly the same, and that’s part of what makes them special. Google’s global presence means that each office (and sometimes each team) puts its own spin on the welcome experience. Here’s how the swag can vary around the world:

• Different onboarding formats:During in-person orientations, Nooglers often receive their kits on day one, sometimes even handed out during welcome events. In remote or hybrid setups, Google ships the swag directly to employees’ homes, making sure every new hire still feels the excitement of “unboxing” their first day.

• Regional customization: Some items change depending on the country or climate. Offices in colder regions might include hoodies or beanies, while warmer locations tend to favor t-shirts or lighter apparel.

• Shipping and availability: Certain products (like the Noogler hat) are standard across the globe, but others depend on regional suppliers and logistics. Google works with local partners to ensure smooth delivery and to avoid customs delays.

• Cultural touches: Local offices sometimes add small extras that reflect their city or culture: for example, unique stickers, tote bags, or region-specific accessories. These personal touches make each kit feel authentic and connected to the local team.

• The Google Merch Shop: Beyond the standard kit, employees can also find additional swag on the Google Merch Shop, the official online store for branded gear. It’s where many Googlers go to pick up extras or replace their well-loved items over time.

At its core, the Noogler kit may look a little different in every corner of the world, but the message never changes: welcome to Google, you’re part of the team.

What can we learn from Google’s new hire swag?

Google’s approach to onboarding proves that swag isn’t about giving away branded merch: it’s about creating a sense of belonging from day one. Every detail, from the colorful Noogler hat to the practical laptop bag, tells new hires: you’re part of something special.

And that’s the real lesson. When your onboarding experience feels thoughtful, personal, and fun, it builds instant connection, the kind that makes employees proud to wear your logo.

If you’re ready to bring that same energy to your own new hire experience, PerkUp can help you design global welcome kits that feel every bit as personal (minus the logistics headaches). From swag curation to worldwide delivery, we make sure every new teammate feels like a Noogler on their first day.