PREHEAT oven to 375° F. Grease 15 x 10-inch jelly-roll pan; line with wax paper or parchment paper. Grease and flour paper. Sprinkle a thin, cotton kitchen towel with powdered sugar. Be sure to put enough powdered sugar on the towel when rolling up the cake so it will not stick.
COMBINE mix with water, eggs and pumpkin puree. Stir just until blended. Spread evenly into prepared pan.
BAKE for 13 to 15 minutes or until top of cake springs back when touched. (If using a dark-colored pan, begin checking for doneness at 11 minutes.) Immediately loosen and turn cake onto prepared towel. Carefully peel off paper. Roll up cake and towel together, starting with narrow end. Cool on wire rack.
BEAT cream cheese, 1 cup powdered sugar, butter and vanilla extract in small mixer bowl until smooth. Carefully unroll cake. Spread cream cheese mixture over cake. Reroll cake. Wrap in plastic wrap and refrigerate at least one hour. Sprinkle with powdered sugar before serving, if desired.