The family of a missing 12-year-old girl are at their "wits' end" as police grow increasingly concerned for her welfare.
Tia Sharp was last seen leaving her grandmother's home in New Addington, south east London, at around midday on Friday.
She told relatives she was going to the Whitgift Centre in Croydon town centre - and police are now scouring CCTV in the area for clues to her whereabouts.
Her father David Niles said the family reported her missing at around 6pm on Friday.
He told the Croydon Advertiser: "Our family is heartbroken. We are at our wits' end."
Mr Niles made an appeal for the search to continue, asking locals: "Please keep on searching for my little girl."
Celebrities including former Strictly Come Dancing judge Arlene Phillips and ex-So Solid Crew member Lisa Maffia have been among those suporting the search by re-posting appeals on social networking site Twitter.
Around 200 people gathered near Tia's home on Saturday in the hope of helping the search and a Facebook group dedicated to finding her has 2,500 members.
Tia is described as white, slim build, 4ft 5in tall and wearing glasses. She was last seen wearing a yellow bandeau top over a white bra with visible cross straps, light grey leopard skin leggings and black and pink Nike high top trainers.
Police believe Tia had a small amount of cash with her, but no travel card and she did not have her mobile phone. She is known to frequent Croydon, Mitcham and Wimbledon.
A spokesman for the Metropolitan Police said: "She has not gone missing before so this is of concern. Officers from the missing persons unit and the local borough are making inquiries to try to track her down, including checking CCTV footage in the area and liaising with other forces."
Twitter has been flooded with appeals for information, with family members and celebrities urging the public to help locate the missing 12-year-old.
Jasmine Hart tweeted: "Hey guys I really need your help! My 12 year old niece called Tia Sharp has been missing for over 24 hours. She was last seen yesterday in New Addington, Croydon wearing a yellow t-shirt and glasses
"She's very smart and old enough to know how to get around and was given money to buy shoes. It is unlikely that she ran away as it is completely out of character which is why this has become so serious. If you see her or know something, call the police immediately. Please help!"
:: Anyone who has seen Tia or knows of her whereabouts should call Merton Police on phone number 101, quoting reference 12MIS025216
