Spray counter lightly with non-stick spray. Roll combined rolls or loaf into a 14x14-inch square. Cover with plastic wrap and let rest for 10 minutes.
Combine butter, brown sugar and cinnamon and beat until fluffy. Stir in toffee bits. Remove wrap from dough and spread toffee mixture evenly over dough.
Roll up jelly roll style and with a sharp knife cut into 12 equal pieces. Place cut side down in a sprayed 9x13-inch baking pan. Cover with sprayed plastic wrap and let rise until double in size.
Remove wrap and bake at 350°F 15-20 minutes. combine icing ingredients and spread over warm rolls. Sprinkle with more toffee bits.