ROLL dough on lightly floured surface to 9-inch square. Brush with 2 Tbsp. of the butter. Mix remaining 4 Tbsp. butter with cereal, brown sugar and 1-1/2 tsp. of the cinnamon; sprinkle evenly over dough.
ROLL up dough, starting at one of the long sides. Moisten end with water and pinch with remaining dough to seal. Cut into 9 slices. Arrange, cut sides down, in greased 9-inch square baking pan. Cover with towel. Let rise in warm place about 1 hour or until doubled in size.
PREHEAT oven to 400°F. Bake 20 to 22 minutes or until lightly browned. Cool slightly. Mix powdered sugar, milk and remaining 1/4 tsp. cinnamon; drizzle over rolls. Serve warm.