Preheat your oven to 375°F (190°C).

Roll out the puff pastry sheet on a lightly floured surface.

In a mixing bowl, combine the softened cream cheese, powdered sugar, and vanilla extract. Stir until smooth and well blended.

Spread the cream cheese mixture evenly over the puff pastry sheet.

Dollop the strawberry jam over the cream cheese and swirl it gently with a spatula to combine slightly.

In a small bowl, mix together graham cracker crumbs, melted butter, cinnamon, and granulated sugar. Sprinkle the crumble mixture evenly over the top.

Carefully roll up the pastry and slice it into individual rolls.

Place the rolls on a lined baking sheet and bake for 20-25 minutes or until golden brown.

Serve warm and enjoy the creamy, fruity goodness!