Prepare the Dough

1. Activate the Yeast: In a small bowl, combine warm milk and granulated sugar. Sprinkle the yeast over the top and let it sit for about 5 minutes, or until it becomes frothy.
2. Mix the Dough: In a large mixing bowl, combine the yeast mixture, melted butter, eggs, and salt. Gradually add the flour, one cup at a time, stirring until the dough starts to come together. Then knead for about 5-7 minutes, either by hand or using a stand mixer with a dough hook, until the dough is smooth and elastic.
3. Let it Rise: Place the dough in a greased bowl, cover with a clean towel, and let it rise in a warm place for about 1 hour, or until it has doubled in size.

Prepare the Filling

1. Mix the Filling: In a small bowl, combine the softened butter, brown sugar, cinnamon, and salt. Mix until smooth and well combined.

Shape and Roll the Dough

1. Roll Out the Dough: After the dough has risen, punch it down and turn it out onto a floured surface. Roll it into a large rectangle, about 12 inches by 18 inches.
2. Spread the Filling: Spread the cinnamon-sugar filling evenly over the dough, leaving a small border around the edges.
3. Form the Hearts: Starting from the long edge of the dough, tightly roll it up. Cut the dough into 12 equal pieces. To shape each roll into a heart, take the first piece, pinch the ends slightly to form a V-shape at the top, and curve the sides inward to form the heart. Place each heart-shaped roll into a greased 9×13 baking dish, leaving a little space between them.
4. Let it Rise Again: Cover the dish with a clean towel and let the rolls rise for another 30 minutes.

Bake the Rolls

1. Preheat the Oven: While the rolls are rising, preheat your oven to 350°F (175°C).
2. Bake: Once the rolls have risen, bake them in the preheated oven for 25-30 minutes, or until golden brown. Keep an eye on them towards the end to ensure they don’t overbake.

Prepare the Icing

1. Mix the Icing: In a medium bowl, beat together the softened cream cheese, butter, powdered sugar, vanilla extract, and heavy cream until smooth and creamy. If the icing is too thick, add a little more heavy cream to reach your desired consistency.

Finish and Serve

1. Glaze the Rolls: Once the rolls are out of the oven and slightly cooled, drizzle the cream cheese icing over the top.
2. Add Garnishes: If desired, sprinkle pink or red sugar decorations and heart-shaped sprinkles for a festive touch. Fresh berries can add a nice pop of color and sweetness too.