i'm alisa weinstein. >> susie: speaking of kids and cash, parents are forking over a lot of it these days for youth sports. by some estimates baseball equipment and uniforms account for over a billion dollars in annual wholesale sales. as suzanne pratt reports, gone are the days of simple recreational leagues and playing ball in a t-shirt and jeans. >> reporter: this is a little league game in eastchester, new york. but it could be anywhere u.s.a., anywhere where baseball is beloved. for the kids, it's a time to catch flyballs, field grounders, develop a swing and most of all, gain confidence. for their parents, however, it's time to pony up the cash. as it turns out, playing organized ball today requires more than a stick and a glove. >> when i was a kid we all basically chipped in for an aluminum bat that probably cost $80, black magic easton bat that we all used. today, an aluminum bat can run somewhere between $40 to $400. >> reporter: sporting goods stores like this one are benefiting from the rising costs of outfitting your little babe ruth. there is a dizzying selection of hel