A method and an apparatus produce and reproduce Augmented Reality (AR) contents in a mobile terminal. In the method, contents are produced. An image including an object corresponding to the contents is recognized. Recognition information for the object corresponding to the contents is obtained based on a recognition result. AR contents including the contents and the recognition information are generated. Therefore, AR contents for an input image may be easily produced and reproduced, and the AR contents may be used as independent multimedia contents, not an auxiliary means of other contents.