Who says it's the first family, remember she's grown up and it's 12 years later. Maybe she got married and had a kid and they died or something. That said it is them recycling the same plot again more or less.
That said, my major problem with this is that I think "Alice In Wonderland" has been overdone in recent years. It's not just the Tim Burton movie, but also the Sci-Fi channel take on the things. On top of that I believe they did a comic series, and a whole "Wonderland War" series of young adult novels, and everything else. To me it seems like American Mcgee thinks that since people are imitating things from his earlier work, he might as well take advantage of the hype. It does seem that he's showing up 5 minutes to late to the party on top of everything else, and the guy who first had the original spin, doesn't seem to have one this time, instead choosing to rehash what he did before.
If it was me, I'd probably wind up taking another kids property that while not unknown isn't being retreaded quite as much. I look at "The Wizard Of Oz" as having a lot of potential for a "twisted" approach that hasn't been exploited. We've had "Tin Man" and a few books like "Wicked" written with alternative takes on it, but it's not currently being as retreaded as much as "Alice". What's more I don't think anyone has really done a mature-themed Oz video game.
A while back I saw a picture someone did of a hypothetical American Mcgee take on an S&M Strawberry Shortcake (or something like that), it's funny that the fan art he inspires seems to be moe creative than the guy himself.