The scenes throughout the ride depict the Gruffalo story, using screens, ambient lighting, projections, and animations.

During this refurbishment, the ride's factory theme was changed to suit the new sponsor Imperial Leather, with most of the animations and effects removed.

[4][5][6] By 2014, the Imperial Leather sponsorship had expired and so the brand logos were removed, but the ride remained in a poor condition.

[9] The new ride was produced by Merlin Magic Making and officially opened on 18 March 2017, with the surrounding Transylvania area renamed 'Wild Woods'.

[10][11] The Gruffalo River Ride Adventure features far fewer animations, props and scenic detail than the original Prof. Burp's Bubble Works, instead employing TV screens and projected images onto whited-out sets, with the remaining spaces shrouded in darkness.