Spread 1/4 cup softened Nutella across the middle of the dough; fold the bottom third of the dough over the Nutella, then sprinkle 1/2 cup coconut over the folded part. Fold the top third of the dough over the coconut. Roll out again, cut into strips and twist into pretzels. Brush with beaten egg. Sprinkle with a mixture of 1/3 cup sugar, 1/2 teaspoon each ancho chile powder and cinnamon, and 1/4 teaspoon each cloves and cayenne (you'll have extra spice mix); bake.
Photograph by Victor Schrager