Update for iOS 12: in "ARKit 2" (aka ARKit on iOS 12 or later) ...
Image detection extends to image tracking, so up to four images are not just detected once, they are updated live every frame, even if they are moving relative to world space. Thus, you can attach a recognizable 2D image to your toy and have virtual AR content, following the toy on the screen.
There is also an object of detection - during the development process you can use one Arkyt application to scan a 3D object in the real world and create a file "object". Then you can send this file to your application and use it to recognize this object in the user environment. This may be appropriate for your “toy car” ... but keep in mind that the 3D object recognition function is detection, not tracking: ARKit will not follow the toy car when it moves.
See the WWDC18 report on ARKit 2 for details.
Update for iOS 11.3: in "ARKit 1.5" (aka ARKit on iOS 11.3 or later), a new image detection function in ARKit has appeared. If you have a known image (for example, a poster, a playing card, or something similar), you can include it in your Xcode project and / or load it from another location in the form of ARReferenceImage and put the detectionImages session configuration array into the detectionImages array. Then, when ARKit finds these images in a user environment, it gives you ARImageAnchor objects telling you where they are.
Note that this is not exactly the same as the “marker-based AR” that you see in some other toolboxes — ARKit only finds the reference image once, it does not tell you how it moves over time. So it's good for "launching" AR content (for example, those promotions when you point your phone to the Star Wars poster in the store and the character leaves it), but not for, say, AR board games where virtual characters remain connected to game pieces.
Otherwise ...
You can access the camera image in each captured ARFrame, so if you have other software that can help with such tasks, you can use them with ARKit. For example, the Vision platform (also new in iOS 11) offers several standard blocks for such tasks - you can detect barcodes and find their four angles, and after manually identifying an area of interest in the image, track its movement between frames.,
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