Slow to Start

What is your question?

When I turn the key to start my 4 runner, all of the dash lights come on, the radio comes on, the heater blows, but the engine doesn't ignite. After about 6 attempts, it fires. There is no clicking sound or any sound for that matter while attempting to start the engine. The battery is new. It only does this when it's cold. If the engines been running for a while, it fires on the first try. Any idea what's wrong?