Snap pushes into augmented reality shopping, unveils flying camera

An augmented reality shopping experience is shown on the Snapchat app in this undated handout image provided by Snap Inc. Snap Inc./Handout via REUTERS

(Reuters) -Snap Inc will roll out new features to make it easier for brands to create augmented reality shopping experiences on its Snapchat app as well as a flying camera, the company said on Thursday at its annual presentation to showcase new technology.

The Santa Monica, California-based company announced the pocket-sized camera called Pixy, which can fly a few feet above its owner to take photos and videos before landing in the palm of the hand, in a renewed push to grow its hardware business. Pixy will cost $230 and will be sold in the United States and France, Snap said.