Well, first thing is you need to leave the room. Do your bedtime routine, kiss goodnight, and that's it. If he's upset, you can always reassure from outside the door or do WI/WO.
As for the toys, I take a different approach with Tyler. He's allowed to have some quiet toys in his room like books or trains. When we transitioned him to the bed 8 mo ago, he spent the first 2-3 wks playing for all of naptime and for awhile after bedtime. I didn't care, as long as he was content. He was exhausted for those couple of weeks and so were we, but the novelty did wear off. We still keep quiet toys in there and he'll read or whatever until he's tired, and he'll often fall asleep on the floor. I just didn't think it was reasonable to expect him to lay still in a bed until he fell asleep, and it wasn't a battle I was willing to fight.