Preheat oven to 350 degrees. Line 18 standard muffin tins with paper liners.
Combine eggs, oil, water and vanilla in a mixing bowl and whisk (either by hand or with a handheld mixer) for 2 minutes. Gradually add the cake mix and cinnamon, whisk just until combined. Wisk just until combined, mixture will be a little lumpy. Divide batter among prepared muffin tins. Sprinkle about 1/4 teaspoon of the topping on each cupcake. Bake for 20 minutes or until risen, lightly browned and a tooth pick inserted in the center comes out clean. Let cool.
While cupcakes are cooling, make the frosting. In the bowl of an electric mixer, preferably fitted with a paddle attachment, beat the Earth Balance until smooth. Add the powdered sugar. Cinnamon, salt, vanilla and 2 tablespoons rice milk. Start with the mixer or low and combine. Gradually add more rice milk until the mixture becomes a spreadable consistency. Turn mixer up to medium-high and beat for 30 seconds or so until very creamy.
Frost the cooled cupcakes. Sprinkle the frosting with the remaining topping. Insert a piece of cinnamon stick into each cupcake cake if desired.
Cupcakes and frosting can be made several days ahead. For best results store cupcakes unfrosted in the fridge, covered with plastic wrap. Store frosting separately in a covered container in the fridge. Let frosting come to room temperature before frosting cupcakes. Frost the cupcakes no longer than a few hours before serving.