The Armouron outfit featuring head and upper body protection made by Bandai, pink Disney Princess bed and Little Kingdom toy castle were among thousands of new products for children unveiled on the first day of the 57th UK Toy Fair in London.

The three-day trade show, organised by the British Toy and Hobby Association (BTHA), features 180 exhibitors vying to impress the world with their games, puzzles and toys.

X Factor finalist Stacey Solomon, who is mother to a young son, joined in the fun with giant Fifi and the Flowertots characters.

A panel of expert retailers voted for 34 items - including Armouron and the Little Kingdom Magic Castle by Golden Bear - as the best new toys of 2010 across 11 categories such as arts and crafts, action figures, building sets and role-play.

Other winners included a Moon Dough Pizza Oven made by Spin Master, Jolly Octopus Game by Ravensburger, Star Wars General Grievous Lightsaber by Hasbro, two Lego sets and GX skates by Flair Leisure Products.

Opening the fair at Olympia, BTHA chairman Roger Dyson said the industry had "weathered the storm" of recession and was adjusting to life after Woolworths.

He said: "It is a real pleasure to be addressing you today, as a year ago amidst the general economic turmoil, with well-known high street retailers entering administration almost every week, there was a genuine concern for our industry.

"As you can see today, the toy industry has weathered the storm; some of us a little battered and bruised but many significantly stronger than a year ago."

The impact of the loss of major toy retailer Woolworths on the market was difficult to overstate, according to Mr Dyson, but it had also allowed its competitors to do well.

He estimated that, overall, the market was "probably down between 5% and 6%" year on year.

Mr Dyson added: "As an industry we are challenged on an annual basis to produce toys that demonstrate traditional play values but encompass innovation and to use technology to enhance the new toys we produce.

"We have to produce toys that are worthy of children of the 21st century and we have to produce high quality toys at competitive prices."