According to City News, the toddler is said to be three-feet in height, and is described to have a heavy build and short black hair. William was last seen wearing a blue T-shirt, black pants, a red-and-white jacket, and a Montreal Canadiens hat. His mother is described to be five-foot-six, 150 lbs, and has black hair that goes up to her shoulders.

The last time she was seen publicly, she was wearing a black sweater, black tights, a gold skirt, and pink-and-white shoes. Based on reports from police, she has a tattoo of a lion on her left forearm.

Just last month, another Amber Alert was issued in response to a missing five-year-old boy, Ethan Montes, who police believed had been kidnapped by his mother.  Less than two hours after the alert was issued, the boy was recognized and reported safe by a KFC employee in Tilbury, Ontario, over 300 kilometres away from where he had last been seen in Missisauga.