I generally try to head to the dealer for a Toyota filter. I believe it's made OEM by WIX. However, they close early and a substitute for me is a Purolator Pure One. Both are very good filters, and I've been using them as long as I've been using Mobil 1 (ie, the life of the car, 150,000 miles) on a completely original 7M-GTE engine.. not exactly Toyota's most reliable creation.
However, K&N and Mobil 1 filters are also a great choice given that you can find 'em. K&N's also have a nut welded onto the bottom to make removal that much easier.
After the reading I've done, my choice in filters appears from top to bottom:
Toyota/WIX, Purolator Pure One, Mobil 1, K&N (mainly so far down because I can't find them consistently), Champion, Roll of toilet paper, Tissues stuffed into an old soup can, FRAM.