It has been 256 days since William Tyrrell went missing from the front yard of his grandmother's Kendall home.

Vast resources and funds have been poured into the search for the toddler. Strike Force Rosann was formed and includes specialists from the State Crime Command as well as local detectives.

Senior investigator Detective Inspector Gary Jubelin was appointed to lead the team at the start of February. He has a prestigious background including solving Terry Falconer's murder, investigating the killing of Bowraville children and leading the crime scene examination of last year's Lindt Cafe siege.

An arrest was made by the strike force in April, albeit of a person who police say is not connected to William's disappearance.

On Friday, Detective Inspector, Jubelin said his team was "still chipping away" at finding the three-year-old.

He added there was "nothing to report, just doing what we do".

The focus of this year's International Missing Children's Day is recovering kids who have been abducted by a parent.

Australian Federal Police chief Andrew Colvin acknowledged on Wednesday the theme was sensitive "and one that causes great emotional and psychological strain".

He asked people to use the missingperson.gov.au website to report information.

"The AFP Facebook page will be encouraging the community to replace their profile picture with a 'Help bring them home' white balloon to raise awareness of missing children on the day," Commissioner Colvin said.

"I encourage the community to support this and release a balloon of a missing child at www.helpbringthemhome.org.au."

Anyone with information relating to a missing child is urged to contact their local police or Crime Stoppers on 1800 333 000.