In a large mixing bowl, whisk together 2 cups of all-purpose flour, ½ cup of granulated sugar, 1 teaspoon of active dry yeast, ½ teaspoon of salt, and ½ teaspoon of ground cinnamon. Set aside.

In a separate bowl, combine ½ cup of warm milk, ¼ cup of melted unsalted butter, and 1 large egg. Stir until well mixed. Gradually pour this into your dry ingredients, mixing until a soft dough forms.

Turn the dough onto a floured surface and knead for 5-7 minutes until it becomes smooth and elastic. This step is essential for developing gluten.

In a small bowl, mix together ¼ cup of packed brown sugar and 1 tablespoon of ground cinnamon. Set aside.

Roll the dough into a rectangle approximately ¼ inch thick. Spread ½ cup of softened unsalted butter on the dough, then sprinkle the cinnamon-sugar mixture evenly.

Starting from one edge, tightly roll the dough into a log shape. Cut the log into 12 equal pieces.

Place the cut rolls upright in a greased baking dish, cut side up. Cover with a towel and let rise in a warm spot for about 30 minutes.

Preheat your oven to 350°F (175°C). Bake the risen rolls for 20-25 minutes until golden brown.

While the rolls cool, beat together ¼ cup of softened cream cheese, 1 cup of powdered sugar, and 1 teaspoon of vanilla extract until creamy.

Spread the cream cheese frosting over the cooled rolls and decorate with chocolate sprinkles or mini chocolate chips.