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News: Toyota Rolls Out Web-Based AR Advertising Campaign via 8th Wall

While Toyota ranks as the leading automotive brand in the world, the company is a follower when it comes to augmented reality.

News: Amazon Adding Virtual Try-On from L'Oréal's ModiFace to Its Beauty Products

Cosmetics augmented reality specialist ModiFace appears to be really benefiting from the brand power of L'Oréal, which acquired the company last year.

News: Snapchat Celebrates Pride Month with New Landmark AR Experiences

While the 49th Annual Gay Pride Parade and Festival will take place on Santa Monica Boulevard and West Hollywood Park, revelers will also be able venture Northeast to the TCL Chinese Theater on Hollywood Boulevard to continue celebrating via Snapchat.

News: Magic Leap Adds Sketchfab Support to Its Native Helio Web Browser

New York-based virtual content startup Sketchfab is usually at the forefront of the latest developments in augmented reality, so it's no surprise that the company has locked in yet another major platform.

News: Here's What You Need to Run ARKit 3 on Your iPhone or iPad

If you've been putting off upgrading your iPhone or iPad, you might want to start shopping for a current-generation device to take advantage of the latest capabilities in ARKit 3.

News: Snapchat Mutates X-Men Fans via Augmented Reality to Sell Tickets for 'Dark Phoenix' Movie

Augmented reality is often likened to granting superpowers to mere mortals, but what about mutant powers?

News: Ellen Degeneres Is Leveraging the Power of Augmented Reality Gaming to Help Save an Endangered Species

Many tech insiders are waiting for augmented reality to go mainstream, but if you look around hard enough, you'll find that it's already gone as mainstream as possible, thanks to talk show host Ellen Degeneres.

News: Meet & Compete Against Team USA via USA Today's Augmented Reality Experience for FIFA Women's World Cup

After winning the 2015 FIFA Women's World Cup, the USA Women's National Soccer Team is ready to defend its title in the 2019 tournament.

Hands-On: Hands-On with CNN's Magic Leap News Video App

Magic Leap has done a great job of aggressively releasing new apps, software updates, and major franchise tie-ins. But aside from all the creative and entertainment apps, what's it like to use one of the apps the company hopes you'll use every day?

News: Blippar Bounces Back with Web-Based AR Platform

After one of Britain's "Brothers Bling" bought Blippar out of bankruptcy, the mobile augmented reality company is getting back to business with the addition of web-based AR capabilities to its platform.

News: Google Helps Tell the Story of Stonewall in Augmented Reality

Snapchat isn't the only tech company transforming landmarks with augmented reality for Pride Month. About four miles southwest of New York's iconic Flatiron Building, which is getting its own Pride makeover via Snapchat's Landmarker AR, Stonewall National Monument is also receiving some augmented reality treatment by way of the Stonewall Forever mobile app published by the Lesbian, Gay, Bisexual, and Transgender Community Center (better known as The Center) in partnership with Google.

News: Augmented Reality Startup AstroReality Expands Its Product Universe with NASA AR Series

After getting its start with models of augmented reality planets that serve as targets for augmented reality experiences, AstroReality is diversifying its portfolio by paying tribute to one of the space agencies that made its products possible.

News: Magic Leap Achieves Full Hand Tracking & Lays Foundation for Magicverse with Latest Lumin Update

After improving hand-tracking and adding multi-user sharing features in the last Lumin OS update, Magic Leap has upped the ante yet again.

News: Fashion Startup Kollectin Lets You Try on Earrings & Necklaces from Indie Designers in AR, with Just a Swipe to Buy

The natural marriage between fashion and augmented reality is charging onward, but not just from the major brands we already know about.

News: Apple's Third Generation of Animoji Adds Memoji Customization & Stickers to Messages

Apple is giving iPhone owners even more options to express themselves via Animojis with a wide range of customization options for their personal Memojis.

News: Unreal Engine 4 Now Available for Microsoft HoloLens 2

A major software tool first promised during the reveal of the HoloLens 2 earlier this year is finally available.

News: Snapchat Assists Warriors & Raptors Fans in Rooting for Their Teams with NBA Finals AR Experiences

With the defending champion Golden State Warriors and Drake's favorite team, the Toronto Raptors, set to face off in the NBA Finals starting Thursday, Snapchat has gifted hoops fans with a pair of augmented reality experiences.

Hands-On: Here's How Augmented Reality in Google Search Works

Lions and tigers and bears are just a few of the animals that Google users can now bring into their physical environments.

News: Sony Pictures & Snapchat Serve Up Creepy Augmented Reality Lens to Promote 'Brightburn' Movie

The new film Brightburn, a horror take on the superhero genre produced by Guardians of the Galaxy director James Gunn, debuted in theaters on Friday, and it has some promotional backing from Snapchat to drive ticket sales.

News: Hollywood Exhibit Uses HoloLens to Transport Fans into the Worlds of 'Back to the Future' & Halo

The potential of augmented reality is often shown in science fiction movies, but a new exhibit marries the genre with very real-world AR technology, to great effect.

News: Pepsi Celebrates Summer with Hundreds of Instagram Camera Effects for Soda Drinkers

With the upcoming Memorial Day weekend serving as the unofficial start of summer, Pepsi is turning to Instagram to help sell its soft drinks to quench the thirst of beachgoers and BBQers.

News: Google Releases Glass Enterprise Edition 2, Includes Qualcomm Snapdragon XR1Upgrade

As the tech world patiently waits for the advent of mainstream consumer smartglasses, Google is content to stick to the business world (for now).

News: Magic Leap Adds Mobile Carrying Case to Its Arsenal of Augmented Reality Gear

It took a while, but one of the most anticipated Magic Leap One accessories is finally here. Magic Leap has quietly added the official Magic Leap One carrying case, which we previewed last year, to its website.

News: Now You Can Visit the Statue of Liberty in NYC from Anywhere in Augmented Reality via iOS App

Many native New Yorkers, like myself, get a chance to visit the famed Statue of Liberty during school trips when they're a child in grade school. And if you're not lucky enough to be born in the city, you have to make a special trip to the monument as a tourist.