Roll each roll into a 10-inch rope. Combine sugar and cinnamon in a shallow bowl. Place butter in another shallow bowl. Dip each rope in butter and then in cinnamon sugar.
Coil each rope and place in a sprayed 9x13-inch baking pan. Sprinkle any remaining cinnamon sugar over rolls.
Cover with plastic wrap and let rise until double in size. Remove wrap and bake at 350°F 12-15 minutes or until golden brown.
Combine icing ingredients and drizzle over warm rolls.