Prepare Dough: In a small saucepan, gently heat the milk, sugar, and salt until dissolved and warm (120º to 130º). In a stand mixer, combine 3 cups of flour with rapid rise yeast. Add the warm milk mixture and eggs, mixing until incorporated.

First Rise: Transfer the dough to a greased bowl, covering it with a kitchen towel. Allow dough to rise until it doubles in size (about 1 to 1.5 hours).

Make Filling: In a bowl, mix the brown sugar, ground cinnamon, and softened butter until crumbly.

Shape Dough: Roll the dough out on a floured surface into a rectangle (10x15 inches), spread cinnamon filling, roll it tightly into a log, and seal the edges.

Second Rise: Cover the shaped dough with a towel and let it rise for about 45 minutes.

Bake: Preheat oven to 350°F (175°C). Bake for 30-35 minutes until golden brown, checking internal temperature (180°F or 82°C).

Cool & Decorate: Allow cooling on wire rack, hide a plastic baby inside, top with icing, and sprinkle colored sugars.

Storage: Wrap in plastic wrap for freshness up to 3 days at room temperature.