If it cranks over fast, the oil is not the issue. 5w30 should be fine in Missouri. I live in northern NY and have had vehicles start ok at -20 with 5w30 conventional. Although I was glad I put 0w40 Amsoil in my car this year as it got to -30 a couple days and my car cranked and started great.
If you are cranking fast but having a delayed start, I would look at fuel pressure issues or injectors that are dirty and don't have a good spray pattern, also spark plugs. Maybe make sure the throttle body and idle air solenoid are clean.
You say plugs are good, but in a Toyota, make sure you run NGK or Denso plugs.
Start by dumping a bottle of GOOD fuel system cleaner in the tank. Additives with PEA, Amsoil PI(performance improver) Chevron Techron, or Gumout with Regain, or Redline fuel system cleaner.