dissolve yeast and 1/4 cup of the sugar in the warm milk in a large bowl and let stand for about 10 minutes until foamy
mix in eggs, butter, salt and the rest of the sugar. add flour and mix until well blended and the dough forms a ball. turn out onto a lightly floured surface and knead about 5-10 times. place in oiled bowl, cover and let rise in a warm place until doubled in size (about an hour).
turn dough onto a lightly floured surface again, cover and let rest for 10 mins. meanwhile, in a small bowl, combine brown sugar and cinnamon. also, line cupcake pan (with 24 cups) with liners and lightly spray over them with cooking spray.
roll dough into a 12x22 inch rectangle. spread dough with 1/3 cup butter and sprinkle with cinnamon/sugar mixture. roll up dough and cut into 24 rolls. if you don't have a pastry cutter to do this, you can use dental floss.
place each roll in a cupcake liner. you may have to unroll and reroll each roll to fit in tin.
cover and let rise until nearly doubled (~30 minutes) . alternatively, allow to rise overnight in fridge. meanwhile preheat oven to 400° F
bake rolls for about 10-12 minutes or until golden brown. let rolls cool.
while cooling, you can make the frosting. mix cream cheese and rest of butter (2/3 cup) using widow attachment of a mixer. slowly add powdered sugar until desired consistancy is reached