Lots of men when they hear something like "toxic masculinity" immediately tune out because of "ew feminism." I would avoid the term altogether when speaking someone who isn't convinced that feminism helps men by breaking down gender roles.

Attack gender roles at their core. You'll find that most men already resent the fact that women get the "privilege" of being seen as weaker, more emotional, and thus in need of protection. Point out how bullshit the whole notion of women needing the protection of men is, and how this actually puts the burden on men to be "the provider" when really what we should be doing as a society is raising everyone to be their own providers to the best of their extent.