Two packs of 40 cards. One pack has a word and a picture and the other the same words and a short comment on the word and picture: a tip, more detail or maybe a new approach to explore. Plus four blank cards. The game is not like traditional western playing cards. It is not based on rational thought, calculations or risk. It is a game of association using pictures, words and concepts. These cards serve to play with ideas and create new ones. There are three main ways of playing. You can start with the game called Alaya. This way you can familiarize yourself with the cards, words and pictures. Then move on to Play, which encourages an exchange of ideas. After this you should be ready for Trickster, where you associate ideas using your creativity. The blank cards are an encouragement to invent new games. Inventing something new is the most entertaining game in the world… you can watch the game evolve by users on www.play-factory.it. The basic concept of Play 40 derives from a traditional Japanese game called karuta, based on association between words and pictures. Play 40 is a card game designed by Isao Hosoe and is part of Play Factory project. Isao Hosoe was born in Tokyo in 1942. He graduated in Aerospace Engineering and took a Master of Science at the Nihon University of Tokyo and he has lived in Milan since 1967. He taught at the Politecnico in Milan, the Domus Academy, Elisawa in Barcelona, ISIA in Florence, Les Ateliers in Paris, RISD in Providence and at the University of Lisbon. His awards include the Compasso d’Oro, Premio SMAU, the Good Design Award from the Chicago Athenaeum, the Red Dot prize and the Good Design Award in Japan. He has worked with many leading companies including Arflex, Belli e Forti, Bisazza, Bosch Telecom, Cassina, Fiat, Fujitsu, Isa, Itoki, Loccioni, Luxit, Mitsubishi, Palazzoli, Philips, Piaggio, Sacea, Sacmi, Segis, SNCF, Steelcase Strafor, Tiffany, Tonelli, Valenti, Zanussi. In collaboration with Loccioni Group, he developed the project Play Factory, whose Play 40 game is part of.