Preheat oven to 350°. Line 2 greased 15x10x1-in. baking pans with parchment.
In a large bowl, combine cake mix, eggs, water and oil; beat on low speed 30 seconds. Beat on medium 2 minutes. Transfer to prepared pans.
Bake 12-14 minutes or until cakes spring back when lightly touched. Cool 5 minutes. Invert each cake onto a kitchen towel dusted with confectioners' sugar. Gently peel off parchment. Roll up each cake in the towel jelly-roll style, starting with a short side. Cool completely on wire racks.
In a small bowl, whisk cream and pudding mix until thickened; whisk in peanut butter. Fold in whipped topping and chocolate chips. Unroll cakes; spread half the filling over each to within 1/2 in. of edges. Roll up again, without towels. Place on serving platters, seam sides down. Refrigerate, covered, at least 3 hours before serving. If desired, sprinkle with cocoa.