As are most if not ALL of the current holidays that we celebrate today, they are based on Pagan holidays and ritual.
Easter is named for a Saxon goddess who was known by the names of Oestre or Eastre, and in Germany by the name of Ostara. She is a goddess of the dawn and the spring, and her name derives from words for dawn, the shining light arising from the east. Our words for the "female hormone" estrogen derives from her name.
Ostara was, of course, a fertility goddess. Bringing in the end of winter, with the days brighter and growing longer after the vernal equinox, Ostara had a passion for new life. Her presence was felt in the flowering of plants and the birth of babies, both animal and human. The rabbit (well known for its propensity for rapid reproduction) was her sacred animal.
Easter eggs and the Easter Bunny both featured in the spring festivals of Ostara, which were initially held during the feasts of the goddess Ishtar | Inanna. Eggs are an obvious symbol of fertility, and the newborn chicks an adorable representation of new growth. Brightly colored eggs, chicks, and bunnies were all used at festival time to express appreciation for Ostara's gift of abundance.
To read more about the truth and real history of our holidays check out this website, just one of many!
Till next time, happy easter, however you celebrate it!