In a large bowl, combine the yeast, 1/4 cup granulated sugar, and warm milk. Whisk until dissolved and let sit for 10 minutes until foamy.

Add the remaining sugar, eggs, melted butter, and salt to the mixture. Gradually add the flour, mixing until a dough forms.

Knead the dough on a floured surface for about 2 minutes, then place it in a lightly oiled bowl, cover, and let rise in a warm place until doubled in size (about 1 hour).

In a small bowl, combine brown sugar and cinnamon for the filling.

Prepare a muffin pan with cupcake liners and cooking spray.

Roll out the dough into a 12x24 inch rectangle. Spread with 1/3 cup softened butter and sprinkle with the sugar-cinnamon mixture.

Roll the dough tightly from the long side away from you and cut into 24 rolls.

Place cut rolls into muffin tins, cover with greased plastic wrap, and let rise until doubled (about 30 minutes).

Preheat oven to 400°F. Bake rolls for 10-12 minutes until golden brown.

For the icing, beat cream cheese and butter until smooth, then gradually add powdered sugar.

Once rolls have cooled, frost with cream cheese icing and serve.