Gray Matters & Asmodee Unveil Cross the Line with Live, Giant-Sized Gameplay at NY Toy Fair

New York, NY – February 5, 2026 — Gray Matters Games & Asmodee will officially unveil their newest game, Cross the Line, with an interactive live event at the 2026 New York Toy Fair. The reveal takes place at the Asmodee booth #2015 on February 14 th & 15th, where entertainer Barry McLaughlin will host and play a giant, larger-than-life version of the game. Attendees are encouraged to visit the Asmodee booth to watch — or join — the live gameplay.

Designed to spark laughs and genuine connection, Cross the Line is a party game where players secretly place themselves on a spectrum of answers to clever questions, while others try to guess where they landed. The bolder the bet, the bigger the payoff. “Cross the Line was designed to be played out loud, with real people, and big reactions,” said Joe Barron, founder of Gray Matters Games. “There’s no better way to introduce it than by literally making it bigger than life and letting people experience the magic firsthand.”

The game will debut in thousands of retail locations this year, including a major U.S. mass retailer, alongside hundreds of independent toy and hobby game stores. Distribution will be supported globally by GMG’s partner, Asmodee, with reach across Canada, Australia, and the United Kingdom.

For sales or media inquiries, please contact Joe Barron at joe@graymattersgames.com or call 517.974.5256.