In Chicago, block heater isn't a bad suggestion as stated.
I guess the question is what do they have to offer? Just Toyota upgrades or have the got a slew of third party aftermarket stuff.
Alarm upgrades are nice. Have kids? good ole boob tubes to keep them occupied.
The cold air intake would be sweet if you can get a hold of the TRD cat back exhaust, else I wouldn't spend the money, the two go hand in hand.
As someone else already mentioned I would consider 17" wheels if they would give you some trade allowance for what is already there, the 20"s rubber is few and fair between and much more expensive per tire.
LOL that's the problem, if you can call it that, with a fully loaded rig
Of course, since it doesn't expire, you could always save it for incremental service after your second year "complimentary" service is up.