1. Beat eggs, milk, sugar, HERSHEY'S Cocoa, vanilla, salt and cinnamon, if desired, in large bowl until smooth. 2. Heat griddle or skillet over medium-low heat. Grease griddle with margarine, if necessary. 3. Dip bread in egg mixture. Place on griddle. Cook about 2 to 4 minutes on each side. Serve immediately with powdered sugar or pancake syrup, if desired.