hard to start cold

Do the following: when the engine is cold turn the ignition key to the "ON" position - without cranking - few times for 3-4 second, than try to start the car. If it starts this way the check valve in the fuel system (part of the fuel pump) is bad and let all the fuel run back to the tank, so the long cranking time is could be because the fuel is not available immediately when you turn the key. If you turn the key few times to the on position the system will be primed and pressurized, so the car will start when you turn the key to the "START" position. If it still won't start immediately after this test I'd suggest to take it to a Toyota specialty shop to do some more diagnostics which requires a diagnostic computer. Let us know what happened. Zee

Without seeing what the problem is hard to diagnose. Have you ever though the battery might be to weak in the morning to start the vehicle? Have your battery tested.

the car has to be taken to authorized dealer.