Make ALL the things useful. Things you would have to buy anyway. Kids really don't care at this age. I know that may *seem* callous of me to say, but they don't. They'd rather play with the boxes everything comes in.
A toothbrush is a great idea! So are the animal and goldfish crackers. I like to give books to the kids and, now that they are older, candy. Everyone always gets a new toothbrush (this year, it is one of those musical ones. Hannah Montana!), their own tube of toothpaste and some socks. But also something fun, like a deck of cards, a rubix cube, a key chain, etc. I'm too practical to fill it with gobs of candy and still more worthless toys.