No I didn't know what it was either, but Phillumeny is the proper name for matchbox label collecting.
I've seen lots of images of Eastern European labels doing the rounds on Pinterest, and thought I'd start a little collection of my own. I was thrilled with these first sheets that I got from Ebay, I'm properly hooked now, I want more!
This collection on Flickr has some absolute gems. These designs by French artist Nathalie Lété are also calling to me.