I believe you are looking for this compare
$args = array( 'post_type' => 'product', 'meta_query' => array( array( 'key' => 'color', 'value' => 'blue', 'compare' => 'LIKE' ) ) );
from the Wordpress documentation
compare (string) - Operator to test. Possible values are '=', '!=', '>', '>=', '<', '<=', 'LIKE', 'NOT LIKE', 'IN', 'NOT IN', 'BETWEEN', 'NOT BETWEEN'. Default value is '='.
marvin
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