When vehicles are referred to as "toys", I always assume that means you're a builder, not a stocker. If that is correct, then there are soooooo many options. And since modified Wranglers are so popular, they're cheap to build.
Tastes vary, but I'd start by losing that nasty thing on the front bumper. I'd probably just swap on a pair off good off-road bumpers. Then I'd go lift, wheels, and tires. Next would depend. It might be re-gearing, and if so, I'd go ahead and put in lockers while the diffs are open. Replace those delicate step thingies with some sliders. Then a winch...
But that's me. What are your goals for the Jeep? Building a mall crawler is quite different to building a rock crawler.