I honestly don't get why Alton Towers went with the more traditional Quentin Blake illustrations instead of the Tim Burton film with Johnny Depp when the ride came out not long after the film.
I know Roald Dahl's family were protective of the IP which may have limited the longevity of the Alton Towers ride and why Oakwood had to rebrand Dahlland to Spooky Street.
It was a more faithful adaptation so I'd speculate they may prefer a version based on the Tim Burton film over one based on the book and Quentin Blake's illustrations which seemed cheap in my view on the videos I've seen.
I thought it'd have been a fantastic tie in with the film and made it more popular initially.