Yeah I was thinking about this the other day, wasn't there a time when some storage (belonging to Merlin Studios) was found open in the Towers, and it had a full Shrek mould and other dreamworks elements.
Yeah, something like that.
It makes you wonder what changed for Alton Towers then, and how much of those plans morphed into what became the London attraction. I guess the London attraction perhaps offered better return on investment for such a high-profile IP compared to Towers - with dedicated income for that one attraction, larger international audience through London tourism and wider scope for random 'walk-in' visitors.